Professional Documents
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Libro Tema 4
Libro Tema 4
Social Entrepreneurship
Teresa Chahine
Introduction to
Social Entrepreneurship
Introduction to
Social Entrepreneurship
Teresa Chahine
CRC Press
Taylor & Francis Group
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Contents
vii
viii ◾ Contents
Who Is Affected?.......................................................................................................... 27
Where Are These People?............................................................................................. 27
Why Has This Challenge Arisen, and Why Has It Persisted?....................................... 28
How Do These Root Causes Affect the Challenge and Its Outcomes?......................... 28
Dimensions of the Social Challenge............................................................................. 28
Dimensions of Data..................................................................................................... 29
Different Types of Data................................................................................................ 30
Prior Attempts to Conquer the Challenge.................................................................... 30
Interview Box. Matt Flannery, Kiva Cofounder and Former CEO; Branch Founder
and CEO...........................................................................................................................31
Part Three: How to Select Your Topic............................................................................... 32
Subject Fields of Interest and Expertise........................................................................ 32
Sociodemographic Setting............................................................................................ 32
Needs-Based Framework.............................................................................................. 32
Access to Resources.......................................................................................................33
Strengths and Weaknesses.............................................................................................33
Passion and Motivation.................................................................................................33
Part Four: Digging Deeper............................................................................................... 34
Collecting Information................................................................................................ 34
Analyzing Your Results..................................................................................................... 36
Summary and Next Steps................................................................................................. 39
Exercise: Your Challenge................................................................................................... 39
3 Co-Creating with the Community..............................................................................41
“Community”—What Does This Mean?...........................................................................41
Piecing Together Pieces of the Puzzle................................................................................ 42
The Social Entrepreneur as a Connector........................................................................... 42
Catalyzing Change........................................................................................................... 43
Who Is Your Starting Team?............................................................................................. 44
Interview Box. Libby McDonald, MIT CoLab Director of Global Sustainability
Partnerships.......................................................................................................................45
Interview Box. Albina Ruiz, Founder and CEO, Ciudad Saludable, Lima, Peru............... 46
Step 1. Assessing Stakeholders for Knowledge Exchange...................................................47
Who Are the Key Players?............................................................................................ 48
Tool: Stakeholder Analysis........................................................................................... 48
Step 2. Community-Driven Research............................................................................... 49
Defining the Agenda.................................................................................................... 49
Understanding the People, Places, Problems, and Potential.......................................... 50
Research Tools............................................................................................................. 50
Research Tips and Techniques......................................................................................51
Step 3. Creating Collective Capacity.................................................................................52
The Goal: Conceptualizing the Solution.......................................................................53
The Process: Mobilizing the Community..................................................................... 54
The Key: Incorporating Local Infrastructure................................................................ 54
Participatory Planning................................................................................................. 56
Where Are the Local Entrepreneurs?............................................................................ 56
Examining Local Supply Chains.................................................................................. 56
Contents ◾ ix
Checklist: AAAQ..............................................................................................................57
Values and Characteristics of Various Stakeholders...................................................... 58
Reflective Practice............................................................................................................. 58
Summary and Next Steps................................................................................................. 58
Exercise: Your Homework..................................................................................................59
Social Ventures Mentioned in This Chapter...................................................................... 60
Case Study: Ciudad Saludable...........................................................................................61
Conclusions...................................................................................................................... 62
4 Designing Your Solution.............................................................................................63
Levels of Innovation.......................................................................................................... 64
Failing Is Part of the Process............................................................................................. 64
Innovation and Design......................................................................................................65
User Driven Design.......................................................................................................65
User Driven = Data Driven...........................................................................................65
Generating Ideas, Models, and Solutions...........................................................................67
Full Immersion..............................................................................................................67
Blended Perspectives......................................................................................................67
Experiment with Different Ideas...................................................................................67
Ask the Right Questions.............................................................................................. 68
Brainstorming Rules.................................................................................................... 68
Deep Reflection vs. Group Dynamics for Design......................................................... 68
Tips and Tricks to Try.................................................................................................. 69
Who Is Your Design Team?.............................................................................................. 71
Building Your Solution..................................................................................................... 72
Analyzing and Organizing Your Options..................................................................... 72
Prototyping.................................................................................................................. 72
Testing.............................................................................................................................. 73
Test, Test, Test! Test It ’til You Break It........................................................................ 73
Piloting Your Product....................................................................................................74
Interview Box. Umesh Malhotra, Founder and CEO, Hippocampus Learning
Centers, Karnataka, India..................................................................................................74
Designing a System around Your Product or Service........................................................ 75
Beyond Design..................................................................................................................76
Your Theory of Change..................................................................................................... 78
Tools to Develop Your Theory of Change..................................................................... 79
Incremental Innovation and Disruptive Innovation Are Not Mutually Exclusive......... 80
Summary and Next Steps..................................................................................................81
Exercise: Your Deliverables............................................................................................... 82
Social Ventures Mentioned in This Chapter...................................................................... 82
Case Study: Hippocampus Learning Centers................................................................... 84
Designing Impact, Scale, and Sustainability................................................................ 84
5 Market Strategy...........................................................................................................87
The Multidimensional Market.......................................................................................... 87
This Little Solution Went to Market............................................................................ 87
Compass: Vision, Mission, Values..................................................................................... 87
x ◾ Contents
Vision........................................................................................................................... 88
Mission........................................................................................................................ 88
Values........................................................................................................................... 89
Value Proposition and Unique Selling Point..................................................................... 89
Market Size: Defining Your Denominator.........................................................................91
Social Market Strategy.......................................................................................................91
Co-Creation................................................................................................................. 92
Product........................................................................................................................ 92
Customer..................................................................................................................... 92
Place............................................................................................................................. 93
Cost............................................................................................................................. 93
Price............................................................................................................................. 94
Competitors................................................................................................................. 95
Positioning................................................................................................................... 95
Promotion.................................................................................................................... 96
Collaborators................................................................................................................ 97
Tool: Business Canvas....................................................................................................... 98
Branding........................................................................................................................... 99
Key Concepts............................................................................................................... 99
Examples...................................................................................................................... 99
Interview Box. Doug Rauch, Founder and President, Daily Table; CEO, Conscious
Capitalism.......................................................................................................................101
Market Research..............................................................................................................102
Summary and Next Steps................................................................................................102
Exercise: Taking Your Solution to Market!......................................................................103
Social Ventures Mentioned in This Chapter.....................................................................104
Case Study: Daily Table...................................................................................................105
Iterating the Business Model.......................................................................................106
6 Delivering Your Solution........................................................................................... 111
Operations and Distribution............................................................................................ 111
What Is Operations?........................................................................................................ 111
Process Mapping.........................................................................................................112
Distribution Models........................................................................................................113
Expanding Your Reach—Different Mechanisms.........................................................113
Expanding Central Production Volume..................................................................113
Opening New Branches..........................................................................................114
Franchising............................................................................................................. 115
Microfranchising.................................................................................................... 115
Nonmonetized Methods.........................................................................................116
Success Factors across Distribution Models......................................................................116
Define Your Core Package...........................................................................................116
Standardize.................................................................................................................117
Automate.....................................................................................................................117
Shorten the Last Mile..................................................................................................117
Foster Local Leadership...............................................................................................118
Decentralize Operations..............................................................................................118
Contents ◾ xi
Executive Summary....................................................................................................176
Business Plan Outline.................................................................................................177
Presenting and Pitching Your Plan...................................................................................178
Your Slide Deck..........................................................................................................178
The Abridged Version..................................................................................................178
Less Is More................................................................................................................178
Your Elevator Pitch......................................................................................................179
Pitching Tips...................................................................................................................179
Find Your Balance.......................................................................................................179
Make a Connection.....................................................................................................180
Get Them to Ask Questions........................................................................................180
Know When to Ask Questions....................................................................................181
Common Mistakes to Avoid........................................................................................181
Advice for Introverts....................................................................................................182
You Can Be Humble and Promote Your Work at the Same Time...............................182
Building Your Network...................................................................................................182
So You’ve Got Your Business Plan … Now What?...........................................................185
Surround Yourself with Supporters..............................................................................185
Assemble Your Advisory Board....................................................................................185
Start Fundraising!.......................................................................................................186
What Is an “Ask”?.......................................................................................................187
Interview Box. Willy Foote, Founder and CEO, Root Capital.........................................188
Finding Your Tribe..........................................................................................................190
Mentors and Coaches..................................................................................................190
Coworking Spaces.......................................................................................................190
Incubators...................................................................................................................191
Accelerators.................................................................................................................191
Boot Camps................................................................................................................192
Other Networks..........................................................................................................192
Fellowships..................................................................................................................192
Events..........................................................................................................................192
A Word of Caution......................................................................................................193
Summary and Next Steps................................................................................................193
Exercise: Putting It Down on Paper.................................................................................193
Social Ventures Mentioned in This Chapter.....................................................................194
10 Funding Your Venture...............................................................................................195
Creating Your Resource Dashboard.................................................................................195
Sources of Funding..........................................................................................................197
Governments...............................................................................................................197
Multilateral Agencies...................................................................................................197
NGOs.........................................................................................................................198
Foundations................................................................................................................198
Investment Funds........................................................................................................199
Individuals..................................................................................................................199
CSR........................................................................................................................... 200
Types of Funding.............................................................................................................201
xiv ◾ Contents
Donations...................................................................................................................201
Grants.........................................................................................................................201
Awards....................................................................................................................... 202
Loans......................................................................................................................... 202
Equity........................................................................................................................ 203
Interview Box. Sir Ronald Cohen, Chair, Portland Trust; Chair, Global Social
Impact Investing Steering Group; Cofounder and Former Chair, Big Society Capital.... 204
Social Investment Approaches......................................................................................... 205
Crowdfunding........................................................................................................... 206
Philanthropy.............................................................................................................. 206
Impact Investing........................................................................................................ 207
Socially Responsible Investors.................................................................................... 207
Finding the Right Approach for You............................................................................... 208
Summary and Next Steps............................................................................................... 209
Exercise: Funding Your Venture...................................................................................... 209
Social Ventures Mentioned in This Chapter.....................................................................210
11 Building the Organization........................................................................................213
Legal Structure................................................................................................................213
When to Register........................................................................................................213
Legal Options.............................................................................................................214
Charity........................................................................................................................214
Social Enterprise..........................................................................................................215
For-Profit.....................................................................................................................216
Hybrid Setups.............................................................................................................216
Cooperatives...............................................................................................................217
Variations around the World.......................................................................................218
Weighing the Pros and Cons.......................................................................................218
Interview Box. Catlin Powers, Cofounder and CEO, One Earth Designs...................... 220
Organizational Health.....................................................................................................221
Financial Health........................................................................................................ 222
Taxes.......................................................................................................................... 223
Reporting................................................................................................................... 223
Internal Governance................................................................................................... 224
Transparency.............................................................................................................. 224
Accountability............................................................................................................ 224
Decision Making........................................................................................................ 225
Documenting Institutional Memory.......................................................................... 225
Manuals................................................................................................................. 225
Policies and Procedures.......................................................................................... 226
The Board....................................................................................................................... 226
Why You Need a Board.............................................................................................. 226
What to Look for in the Board................................................................................... 227
Leadership beyond the Founders..................................................................................... 228
Summary and Next Steps............................................................................................... 229
Exercise: Reflections........................................................................................................ 229
Social Ventures Mentioned in This Chapter.................................................................... 230
Contents ◾ xv
12 Communications.......................................................................................................233
Communicating Your Venture.........................................................................................233
What Are the Different Components in Your Communications?.................................... 234
The “Who” and the “Why”............................................................................................. 234
Communicating with Your End Users—Selling Your Product or Service.................. 234
Communicating Internally—Information Flow within Your Team........................... 234
Communicating with Stakeholders—Reporting Back................................................235
Communicating Externally—Advocating and Spreading Your Impact...................... 236
Building a Goal-Oriented Communications Plan...................................................... 236
Interview Box. Laila Iskandar, Cofounder, Mokattam School and A.P.E. Rug
Weaving Center; Minister of Urban Renewal and Informal Settlements, Egypt............. 237
The “What”.................................................................................................................... 237
Messaging.................................................................................................................. 238
What Action Do You Want Each Audience to Take?............................................. 238
What’s in It for Them?........................................................................................... 238
Stakeholder Ladder................................................................................................ 238
Follow-Up.............................................................................................................. 238
Multidimensional Messaging................................................................................. 239
The “How”...................................................................................................................... 240
Social Media.............................................................................................................. 240
Multimedia and Interactive Media..............................................................................241
Publications.................................................................................................................241
Mailing Lists.............................................................................................................. 242
Face Time.................................................................................................................. 243
Surveys and Feedback Forms...................................................................................... 243
Evaluate Your Communications..................................................................................... 243
Different Strategies Needed for Different Settings.......................................................... 244
Different Skills Needed for Different Stages................................................................... 244
Tips and Pointers across Audiences, Media, and Messages...............................................245
Be Positive...................................................................................................................245
Be Thoughtful............................................................................................................ 246
Keep It Personal......................................................................................................... 246
Keep It Simple............................................................................................................ 246
Evoke Emotion............................................................................................................247
Summary and Conclusions............................................................................................. 248
Exercise: Your Communications Strategy....................................................................... 248
Social Ventures Mentioned in This Chapter.....................................................................250
13 Managing Growth.....................................................................................................253
Part One: Achieving Scale...............................................................................................253
Dimensions of Growth................................................................................................253
Scaling Your Operations—What to Assess............................................................ 254
Scaling Inputs versus Outputs versus Impact..........................................................256
Gathering New Information and Innovation as You Grow.....................................258
Disadvantages and Tradeoffs..................................................................................259
Threats of Expansion..............................................................................................259
Is It Possible to Outgrow Your Mission?................................................................ 260
xvi ◾ Contents
Disclaimer............................................................................................................. 260
There Is No Black and White.................................................................................261
Part Two: Beyond Scale...................................................................................................261
What Does It Mean to Reach Your Goals?..................................................................261
Don’t Get Swept Away.................................................................................................... 262
Reverse the Tide: Changing the Way Business Is Done.................................................. 262
Changing the Field You’re Playing In.............................................................................. 263
Expanding Your Scope of Impact................................................................................... 263
Seeing the Forest from the Trees..................................................................................... 264
Inside vs. Outside Your Venture..................................................................................265
Mechanisms for Expanding beyond Your Venture...........................................................265
Setting New Trends....................................................................................................265
Collaboration with Other Organizations................................................................... 266
Government Adoption............................................................................................... 266
Advocacy and Policymaking.......................................................................................267
Collective Impact....................................................................................................... 268
Interview Box. Sir Fazle Abed, BRAC Founder and Chairperson................................... 268
Building a Culture of Change......................................................................................... 269
Sharing Failures......................................................................................................... 269
Sharing Successes........................................................................................................270
Don’t Forget the Underlying Theory...........................................................................270
Don’t Forget to Celebrate Your Successes!...................................................................270
Avoiding a Bubble............................................................................................................271
Recap...............................................................................................................................271
Taking the Next Steps Together...................................................................................... 272
Exercise: Fueling Growth................................................................................................ 272
Social Ventures Mentioned in This Chapter.................................................................... 273
Preface: A Letter to the Reader
All entrepreneurship is social. As a mentor of mine once said, “Unless you’re trading illegal or
harmful substances, you’re producing positive social outcomes by creating jobs, building the econ-
omy, and advancing human capacity.”
The reason we use the terminology of social entrepreneurship, and the reason it has devel-
oped into a field of its own over the past decades, is that despite all the commercial entre-
preneurship out there, despite all the industry and business and enterprise, there are still
huge chunks of the human population without basic human needs. Water, sanitation, educa-
tion, and basic health services and knowledge, which most of the world’s population take for
granted, are still today, in the midst of the third millennium, inaccessible for over a billion
people.
Most readers would agree that governments carry the primary charge for meeting these basic
needs and in most cases have already pledged in writing to do so. The purpose of this book is not
to divert resources and attention away from the government sector. The purpose of this book is to
acknowledge that individuals can make, and have made, a huge difference to underserved popula-
tions. Social entrepreneurs around the world have created and implemented effective, scalable, and
sustainable solutions to the most basic of human challenges. While their work is unique each in
its own context, we have gleaned lessons from their successes and failures.
Understanding the social challenges we are facing; co-creating solutions with the community;
creating products and services in contexts not currently served by the markets; building resilient
business plans around those products and services while adhering to the social mission; mobiliz-
ing financial, human, and other resources; and building initiatives and organizations that work to
maximize social impact—these are the basic frameworks we have seen to maximize the chances
of success of a social venture.
In this book, you will see many different models, examples, and ways of thinking about social
entrepreneurship. These have been compiled into a framework that will help you start taking the
first steps toward figuring out your own model. The only thing I need you to understand unequiv-
ocally is this: There is no one model that can solve all the world’s problems. I don’t know much,
but I do know this for sure. We as a human race just have not figured it out yet.
So the purpose of this book is not to teach you how it’s done or to present a winning formula.
It’s to share with you the collective human knowledge that has been created from numerous
attempts, failures, and accomplishments to date. From here on out, it’s up to you. The purpose is
not for you to take these approaches, learn them, and copy and paste them. The goal is for you to
completely disrupt them, question them, and find new ways of doing things.
What you are tasked with is taking this knowledge that we have collectively created up until
now and completely hacking it! Knock it out of the ball park. Make it irrelevant. I want you to
xvii
xviii ◾ Preface
take this framework, apply it, and then discover new things that prove me entirely wrong and
come up with new answers of your own. Leave no assumption unquestioned.
You might come up with something along the way that completely obliterates everything I
have written in the book. I hope so. Because this is how human knowledge progresses. This is how
we figure things out as a race.
Acknowledgments
This book was co-created by all the social entrepreneurs profiled here, and so many more. The
only credit that would be accurate for me to accept is that I’m just the big nerd who sat down and
typed it all out. The content is based on the work of countless people over countless years who
have developed and implemented effective, scalable, and sustainable solutions to social challenges.
Most importantly, this book was co-created with my students. Based on my course at the
Harvard T.H. Chan School of Public Health, each week was turned into a chapter, and chapters
were read and commented on by students. The course content itself was also developed with feed-
back from students, which is further reflected in the book’s content. Emily Holleran, who at the
time of writing, was a graduate student at Harvard University Division of Continuing Education,
has been a stellar collaborator and no words can thank her enough. Emily, I don’t know what to
say. At the time of writing, in this moment, you are literally my favorite person in the whole world.
(Sorry, Mom!)
Because this book is based on a course, thanks are due to all who made that course pos-
sible: Jack Spengler, who kept me around for all these years (I’m still trying to figure out why!)
and opened countless doors, the least and most humble of which was the funding of the course;
SV Subramanian, who served as a long-standing mentor, supporter, and faculty sponsor without
whom none of this would have happened; Nancy Turnbull, who helped me start the process by
deciding that “yes, we need a course like that here!”; Michelle Bell, who guided me on curriculum;
Rick Siegrist, who shared his expertise, guidance, intellectual, and moral support; Nancy Kane,
who has been so generous with her time in helping me develop my writing and teaching skills.
I’d also like to go a little more upstream than that to thank Jon Levy, Amy Cohen, and Donald
Halstead, without whom I never would have gotten my doctoral degree in the first place to do
all this.
Last but not least, the course on which this book is based was developed out of my experience
at the Massachusetts Institute of Technology (MIT), as an honorary fellow (translated: tag-along)
in the Legatum Center, thanks to Geoffrey Groesbeck, who was the fellowship director at the
time. I wanted to replicate the experience for others at my alma mater who had not had the oppor-
tunity, and to create the same kind of knowledge at our home base where people convene from all
over the world to solve the most pressing challenges affecting the well-being of our planet and its
population. Thank you also to MIT’s Elizabeth (Libby) MacDonald for your support in launching
and participating in this course year after year as a guest speaker, for being so generous with your
materials and content, and for providing a role model for my students and myself.
The secret I’ll reveal here is that this textbook would not exist were it not for Professor Omar
Bagasra, my mentor and friend, who turned to me as an afterthought as we were about to part
ways following a meeting and said, “Hey, by the way, why don’t you write a book?” He subse-
quently did much more than that by helping me structure the proposal, contact the publisher, and
xix
xx ◾ Acknowledgments
compartmentalize my time to get it all done. Most importantly, he taught me how to nurture my
mind and my soul.
Without my family at Alfanar venture philanthropy, none of this would have any meaning.
Thank you for providing me with the platform to practice what I preach and working to improve
the lives of the most marginalized populations. This thanks goes both to the team, who not only
tolerate but also appreciate and share my quirks and insanities, and to our investees, who are my
day-to-day coworkers in Lebanon. You are what all this is about. Last but not least, I’d like to
thank Bader Young Entrepreneurs Program and team and MIT Enterprise Forum Pan Arabia
for hosting Alfanar Lebanon and me in their beautiful Coworking+961 space. I truly believe that
place matters and that surroundings inspire. The opportunity to incubate my thoughts, and this
book, in a serene oasis had a direct impact on what I produced, and I am infinitely grateful for
that experience. Thank you for bearing with me and nurturing my need for deep concentration.
Tracing this all back to the root cause, ultimately, the largest thanks go to my parents. Realizing
that not every student reading this book will have this ingredient to success, people who literally
believe that you can do anything, I have tried to infuse this message into the book and serve as
that person for my students. The source of all this is the two people who have infused me with
this belief since my inception, constantly and repeatedly, without blinking. Thank you also to my
dear sisters, who by far surpass me in their own writings, dreams, and achievements. I’m so lucky
to have you, and you mean more to me than anything. Without you, I would not have done half
of this, and I hope you know it. My friends and soul mates who have kept me sane, who not only
humored me but also fueled me with their ideas, laughter, thought questions, and encourage-
ment: I sometimes feel as if I’ve cheated, and one day someone will come up to me and recall you,
because it’s not possible to have scored the company of such celestial beings to share life’s journey
with. This is the meaning of life, taking care of those around you, and trying your best to collec-
tively leave behind a world with more beauty and justice than when you started.
Author
xxi
Chapter 1
Introduction
Do you ever wonder what the world would be like if each person dedicated a large chunk of their
brains, efforts, and resources to solving a set of social challenges? Have you ever wished that you
could make a difference about the social disparities and injustices you care about? Many of us,
whether living in one of the world’s least developed or one of the world’s most developed societ-
ies, find it hard to ignore suboptimal conditions that affect us and those around us. These could
be local conditions or global conditions. They could include environmental degradation, pollu-
tion, corruption, lack of access to education or healthcare, and many others. In some cases, such
conditions affect everyone; in most cases, they disproportionately affect the most vulnerable and
underserved populations in our society.
How can we do something to change the face of these challenges? Each one of us has the
potential to make a positive impact on a person, community, and social challenge. Certainly, the
root causes of society’s most pressing problems are complex, historical, and multifaceted, and it
would be a gross simplification to say that one person can solve all the root causes. However, it is
the lack of acceptance of the status quo that has driven many of the positive social changes and
advancements over time. A systematic questioning and examination of why things are the way
they are today, coupled with the tools and skills to investigate, formulate, and apply potential solu-
tions, may allow us to take the first step in making changes.
If you envision a world that functions differently from what you see today, there is a social
entrepreneur in you. Each one of us has the potential to apply our skills and resources to create
better systems, services, and products that are lacking today or that are not accessed by a portion
of peoples and populations. This book will help you get started in assessing the potential paths you
can take to make the change you desire to see. Where you end up may be some place completely
different from what you envisioned or ever thought you could imagine. The only way to find out
is to get started… So, let’s begin!
1
2 ◾ Introduction to Social Entrepreneurship
making a difference to improve the lives of underserved populations and help preserve or regener-
ate the earth’s resources.
What social or environmental challenges do you care about? What resources could you mobi-
lize to address those challenges? In this book, we will explore together the journey taken by a social
entrepreneur in developing and implementing a solution to a pressing social or environmental
problem or opportunity. In this introductory chapter, we will discuss the difference between social
entrepreneurship and traditional activism, charity, or social work and the difference between social
entrepreneurship and other forms of entrepreneurship. We will also review the blueprint of subse-
quent chapters and introduce some of the skills that will form the focus of our journey together.
Definitions
For the purposes of this book, we define social entrepreneurship as the process by which effective,
innovative, and sustainable solutions are pioneered to meet social and environmental challenges.
A social entrepreneur is someone who designs and implements an intervention, product, or service
that improves the well-being of marginalized individuals and populations. A social enterprise is an
organization (either nonprofit or for-profit) that is formed to meet a social or environmental chal-
lenge, that streamlines its operations and supply chain to maximize social impact and minimize
the use of resources, and that uses a sustainable, replicable, and potentially scalable business model.
Social entrepreneurship is a burgeoning field of study as today’s generation of students and
young professionals question the assumptions, work, and governance patterns set forth by previ-
ous generations. Why do we still have poverty? Why are we polluting and depleting our increas-
ingly scarce natural resources? Many students and professionals today are applying a “can do”
attitude of ending the social and environmental problems that have persisted for generations.
With the increase in technology and access to information, it is not unthinkable that this may be
possible. Increasingly, midcareer and seasoned executives and retired professionals are integrating
social entrepreneurship into their careers or even launching new careers, applying the skills and
experiences they gained over years and decades on the job to tackling social challenges.
As a field of practice, social pioneers have been implementing effective and innovative social
interventions since the beginning of human society. However, only recently have the science and
study of social entrepreneurship evolved and its terminology and methodology been integrated into
general education and continuing professional education. Attention toward social entrepreneurship
began to increase at the turn of the millennium as the successful entrepreneurs of Silicon Valley
began to turn their talents and energies to tackling social challenges. It increased further with the
development of microfinance techniques, which became popular both online (such as Kiva.org,
pioneered by former Paypal.com entrepreneurs in Silicon Valley) and in remote rural areas (such
as the Grameen Bank, which received worldwide acclaim and won the Nobel prize for providing
banking to women living in poverty in rural Bangladesh). Today, business practitioners, nonprofit
practitioners, governments, and grassroots movements worldwide are clamoring to join the social
entrepreneurship movement, whereby private sector practices are applied to solving social problems.
Sustainable Development
In this book, we address social entrepreneurship in the context of sustainable development. In
order to develop an intuitive understanding of what this term means, it is helpful to break it down
Introduction ◾ 3
Economic
Social
Environmental
Figure 1.1 Growth in multiple directions and dimensions is the path to sustainable development.
into its parts. The word development is synonymous with growth (e.g., an embryo can develop into
a full-grown adult, a start-up can develop into a large organization, a romance can develop into
a lifelong partnership). The word sustainable means something that can last. Sustainable develop-
ment means the growth of society in a direction that won’t run into a wall. To keep growing, it is
important to have an increasing or at least ongoing supply of resources, including financial, physi-
cal, environmental, and human resources.
Historically, it has often been that development of one component of society takes place at the
expense of another, whether economic growth at the cost of environmental degradation, resulting
in depletion of resources, or growth of one nation at the cost of another, or growth of social sub-
populations at the cost of others within the same nation. This is still ongoing in our world today,
but many people across sectors—in governments, in the corporate world, and in civil society and
academia—are increasingly focused on ensuring that it is the sum of economic, social, and envi-
ronmental growth that is considered as the ultimate goal (Figure 1.1).
Normal population distribution Shift the tail end to narrow the gap
(b)
Figure 1.2 Targeting access to underserved populations to (a) shift the distribution of the popu-
lation curve, (b) shift the tail to narrow the gap, or (c) both.
Universe of
social
entrepreneurship
social entrepreneurship often tackles a market failure. While the bottom line of a commercial
enterprise is financial profit, the bottom line of a social enterprise is the social impact it creates (we
will talk more about how to measure social impact in Chapter 7).
Before we proceed, please understand this: It is not black and white, and there is no neat
line that cuts off social from other forms of entrepreneurship. Social ventures occupy the space
between old-school commerce and old-school charity. In many societies around the world, there is
a huge gap between social purpose organizations and businesses, and social entrepreneurship aims
Introduction ◾ 5
to fill that gap (Figure 1.3). So open your mind and don’t be categorical. At the end of the day,
what we’re talking about here is a spectrum rather than a discrete category.*
* Gratitude goes to my wise friend and colleague Caterina Hill at Harvard Medical School, who responded with
this beautiful blunt exclamation while I was explaining my topic of passion to her: “It’s a spectrum!” thus help-
ing me put it quite simply into words. Sometimes, the most obvious things are the hardest to put our fingers on!
† http://www.ssireview.org/articles/entry/fifty_years_of_social_change.
‡ http://www.ssireview.org/articles/entry/the_trouble_with_winning.
§ For more information on City Year, visit http://www.cityyear.org.
6 ◾ Introduction to Social Entrepreneurship
story takes its roots from an essay published in 1969 by Loren Eiseley, over the years, it has evolved
as different employees and enthusiasts tell their own versions and add their own twists to the story.
Here is one version: The story tells of a young girl who lived in a seaside town and was walking by
the shore with her grandmother one day. She saw a beautiful starfish, with five bright tentacles,
washing up onto the shore. The starfish eventually died, and changed color, and turned into stone.
This upset the girl very much, and she asked her grandmother why this has to happen. Why does
the starfish have to die? “Well, that’s just how it’s always happened around here,” the grandmother
replied. The girl thought about it and decided that was not reason enough for her. The next time
she saw a starfish washing up onto shore, she lifted it and tossed it back into the water.
Decades later, that same girl strolled with her own grandchild by the sea. The grandchild looked
over to the shore and noticed dozens of people all walking along the shore, bending down to pick up
starfish and tossing them back into the sea. The child was puzzled and turned to his grandmother and
asked, “What are those people doing? Why are they putting the starfish back into the water?” The
grandmother simply smiled and replied, “Well, that’s just how it’s always been done around here.”
Terminology
You may have noticed by now that the terms social enterprise, social venture, and social start-up are
often used interchangeably to refer to an organization whose primary purpose or product advances
social and/or environmental well-being and that operates using a financially sustainable model
(Table 1.1). In this book, we will stick to the term social venture to emphasize the notion that it’s up
to you to create an entirely new model for social change—it can be a new initiative, an initiative
within an existing organization, a new organization, or a project.
Social start-up A new company or organization that was formed with the primary
purpose of tackling a social or environmental challenge
Social venture This term is used broadly to refer to any social initiative, which can
include an organization, project, or initiative working toward positive
In this book we focus on social and environmental change. It is often used interchangeably
social ventures — you decide
the shape and form! with the above terms and has less defined attributes attached to it
Social entrepreneur Someone who designs and implements a new method, process,
product, or service that addresses a social or environmental
challenge
Social intrapreneur Someone who designs and implements a new method, process,
product, or service within an existing organization to address a social
or environmental challenge
Social innovation The act of pioneering new methods, processes, products, and services
that address social and environmental challenges
Social The act of pioneering new methods, processes, products, and services
entrepreneurship that address social and environmental challenges through the
creation of new organizations or initiatives
Don’t let these terms confuse you and don’t get hung up on the hair-splitting differences among
them!
Acumen. Impact investing fund based in NY, operating in East Africa, Southeast Asia,
South America
Alfanar. Venture philanthropy organization based in London, operating in Egypt and
Lebanon
Ashoka. Fellowship program and global network of changemakers headquartered in
Washington, DC
8 ◾ Introduction to Social Entrepreneurship
Aspen Institute. Education and policy studies organization with fellowships and leader-
ship networks
Echoing Green. Fellowship and Investment Program based in NY and operating globally
CASE. Center for Advancement of Social Entrepreneurship at Duke University, open to
entrepreneurs worldwide
Nesta. UK-based innovation, research, and investment charity
REDF. Investing and knowledge building organization with online workshop containing
resources and tools
Sankalp Forum. Annual summit and awards based in India, convening innovators and
investors worldwide
Schwab. Switzerland-based foundation providing networking opportunities and plat-
form for social entrepreneurs
SE Hub. Social Entrepreneurship Resource Hub at Stanford University, open to social
entrepreneurs worldwide
Skoll Network. Includes Foundation, Awards, Global Threats Fund, World Forum, and
Oxford Centre
SOCAP. Social Capital Markets, an organization bringing together social investors
and social entrepreneurs an through annual event series, media platform, and online
community.
Social Enterprise Coalition. UK national body for social enterprise, membership services
and online advice
Social Innovation Forum. Boston-based accelerator program for innovators and investors
UnLtd. UK-based organization providing support and resources for social entrepreneurs
nationwide and online
D.I.Y. Toolkit. Social entrepreneurship planning tools and templates from various sources
Root Cause. Research institute generating valuable data and “how to” resources such as
business planning
S.E. Toolbelt. Online hub where you can download resources on various topics
organization, it is helpful to be familiar with and keep in mind the key characteristics that are
most likely to result in an effective, scalable, and sustainable social impact.
First, think of your social venture as a start-up. In the business world, a start-up is a new com-
pany that is formed to introduce a new product or service that aims to penetrate the market and
gain a share of the existing consumers or add a new customer base to the market. Like any start-up,
a social start-up is characterized by an ambition to impact a large number of lives, to scale rapidly,
and to transform or disrupt the status quo.
An example of this is one of the first of many social start-ups growing out of Silicon Valley after the
tech boom of the early millennium, Kiva, which linked people in high-poverty nations with people in
high-income nations via the Internet, allowing them to lend and borrow money. By providing access
Introduction ◾ 9
to the savings of everyday people in the United States, who were returned their money after a speci-
fied period of time with adjustments for inflation, this start-up allowed low-income individuals and
communities around the world to lift themselves out of poverty by making the purchases necessary to
increase their productivity and income. Founded in 2005, Kiva began with seven loans, which were
repaid within six months. During its first year, the organization facilitated half a million US dollars
in loans, scaling to almost $100 million in its fourth year. By its eighth year, Kiva had facilitated
$400 million in loans, from one million lenders to one million borrowers in over 200 countries.*
This brings us to another important point. A social venture can be for-profit and it can be non-
profit. It is not defined by the business model but by the financial viability of the venture and the
allocation of revenues. Some ventures may have room for profit, whereby end users are charged a
fee for the social product or service provided, and this fee is enough to cover the costs incurred in
providing that product or service. In such cases, profits are reinvested back into the venture, to reach
more people. That is not to say that the social entrepreneur and others working to provide the social
good are not remunerated. To attract and retain top talent and provide the highest quality prod-
uct or service possible, it is important to offer competitive salaries and other incentives. The main
distinction is that after the predetermined salaries and remunerations are allocated, profits from a
social venture go back into scaling the social impact, rather than benefiting the social entrepreneur.
Other social ventures may not have room for profit; in many cases, the market value of the prod-
uct or service or the willingness-to-pay of the target population may not be enough to cover the costs
incurred in providing it. This is often the case in the social sector, as many of the problems we are trying
to address result from market failures or externalities, and costs of reaching underserved populations
are often disproportionately high due to weak systems and infrastructure. In such a case, the revenue
generated by the social venture is complemented with external sources such as grants, donations, and
crowdfunding. We will go into more detail about various business models and financing mechanisms
for social ventures in Chapter 10. There are many business models for success in social change, and
choosing the right one depends on the product or service in question, the setting in which it is pro-
vided, the target population, supply chain, and many other factors. In Kiva’s case, the lender is invited
to add an optional “tip” of 15% while making a loan online, helping to cover operating expenses.
While financial viability is a key to success, in social entrepreneurship, it is considered a means to
an end and not an end in itself. The end goal and the only bottom line of a social venture is its social
impact. What are the characteristics that determine whether the social impact is effective, sustain-
able, and scalable? An effective social venture is built around a solution that is evidence based. This can
begin with an idea that has not been tested and that has been developed through a small pilot project
to determine what works and what doesn’t before scaling into a larger growth stage. This involves
collecting data to measure the social impact, in order to deliver the social product or service using
the formula that has been proven to work best for the target population based on current knowledge.
When developing this product or service, a social entrepreneur will aim to tackle the root
causes of a problem where possible rather than its symptoms. Many development efforts over time
have tried and failed to solve a social ill by putting a band-aid on the wound rather than healing
it. While the (metaphorical) band-aid is sometimes needed and sometimes the only choice, social
entrepreneurs need to ask when defining the challenge we are setting out to tackle, why do we face
this challenge today? Does my solution tackle the root cause, or is there an upstream factor I could
reach for instead? One of the tools that social purpose organizations have used over time to build
their programming is a logical framework, as we will see in Chapter 7. A helpful result of using
such frameworks is that it pushes the planner to ask “why?” If a social entrepreneur aims to get
more girls into school, the first question asked is “why are they not in school?” If, for example, one
of the primary reasons is that they are spending hours each day collecting water for their families
and are thus not able to attend school, the next question is “why are they spending hours a day
collecting water?” What are some ways we can increase access to water for that population, or
what are some ways in which we can design collection methods that decrease the amount of time
collecting water? The answers to these questions require skills in design and in costing and most
importantly require information about the local setting, geography, society, and culture.
The number 1 rule of social entrepreneurship is: Do not let your desire to be a social entre-
preneur become a delusion of grandeur, superiority, or supernatural powers!
This brings us to the next important point. For a social product or service to be effective, acces-
sible, and scalable, a key factor that increases the likelihood of success is designing the product or
service with input from the target population. Any social entrepreneur who thinks he or she can
enter a community with the perfect solution in mind and implement it as is will most likely fail.
The most likely solutions to stick are the ones that come from within the community. The number
1 rule of social entrepreneurship is: Do not let your desire to be a social entrepreneur become a
delusion of grandeur, superiority, or supernatural powers!
To be effective, the social venture must be accessible to the target population. No matter how
effective a solution is in design, or how powerful a new technology is, if it does not reach the last
mile, it will not have a social impact. Oftentimes, this last mile can be quite literal, such as in the
case of health products or services that cannot be delivered to the patients who need them because
of inadequate roads. In other cases, bridging the gap between the intervention and the target
population requires changing the design, cost, and other features of the product or service to meet
the sociocultural and economic characteristics of the target population. This is also part of making
it acceptable to the end user, within the local context and culture.
Beyond social factors, a key determinant in bridging these multiple aspects of design, cost,
and delivery of the social product or service to the target population is the physical distribution
channels—how will we actually deliver this? We will go into more detail about all these factors in
the coming chapters and apply them to your own social venture.
stakeholder analysis, and building external partnerships. In addition to these basic business skills,
social entrepreneurs must further be able to characterize the problem they are trying to solve by
collecting information on characteristics of the affected population, existing obstacles and infra-
structure, and past attempts to solve the problem and why they have failed. A process to co-create
the solution with the community then takes place to ensure that it is accessible, affordable, and
acceptable by the community. Social entrepreneurs also set measurable objectives to monitor and
evaluate the social impact they set out to create. Thus, the skill set required by a social entrepre-
neur includes skills from the worlds of both business and social services (Figure 1.4).
In the next chapter, you will be asked to pick a challenge of your choice and create a solution
for it in the subsequent chapters. This will allow you to apply the different learning tools and con-
cepts to developing your solution, building the skills you will need to implement it along the way.
Don’t panic if you have multiple challenges that you care about and want to address—Pick one to
use along your learning journey, and you can tackle the others next, when your solution-building
muscles are stronger. In choosing your topic, think about what you will most likely be able to
realistically implement in the future. This will depend upon your knowledge base and experience,
Introduction ◾ 13
location, and the resources available to you, including your networks. Because the nature of this
work is already ambitious by definition, it is wise to start by keeping it simple, anticipating all the
challenges and complications that will then unfold.
Conversely, if you do not have a topic of interest, don’t panic! Spend some time reading about the
social challenges that affect your community and learn more about their root causes. You will find
something that speaks to you and that you feel you may be able to contribute toward solving. Get out
there and talk to people! Social entrepreneurship is not something that takes place in a living room,
classroom, conference hall, or in any ivory tower setting. You will need to roll up your sleeves and get
your hands dirty! This book will equip you with the frameworks and tools necessary to dig deeper.
Most importantly, it is critical to keep in mind that social entrepreneurship is not linear. You
can, and will, go back and start over, reassess, reconsider, and redevelop your solution and even
your formulation of the challenge you are tackling. It is a dynamic process, so don’t be afraid to
take the first step; you can always come back and go in another direction.
The chapters in this book have been arranged in an order that is easy to follow and will facili-
tate the development of your ideas and the collection of evidence to build your venture. However,
it is important to understand that this is not always the order in which social entrepreneurship
takes place. Most of the time, there is no order! So keep in mind that while you go through the
exercises prescribed in this book, you’ll need to open your mind to the idea that solutions are born
in many different ways.
Learning Tools
Among the tools and templates you will find in this book are some of the planning methods used in
the fields described previously, carrying a combination of business and innovation and social service
methodologies (Figure 1.5). In Chapter 2, one of the tools we’ll share will be visual diagrams that
you can use to help wrap your head around all the information you’ll be digging up about your
challenge. In Chapter 3, we’ll talk about tools you can use during the co-creation process, such
as a stakeholder analysis and asset mapping. In Chapter 4, you’ll learn about user-driven design,
rapid prototyping, and a template to help develop your theory of change. In Chapter 5, you will
use a business canvas to assess end users, partners, channels, and other important components of
building your supply chain. In Chapter 6, you will create a process map to outline the nuts and
bolts of the operations you’ll need to run to deliver your solution. In Chapter 7, you will use the
logframe template to build backward from the social outcome you’re working to create, starting
with your ultimate goal based on the root causes of the problem you are trying to solve, and speci-
fying your objectives, the measurable outputs you will produce to meet those objectives, and the
activities and costs of producing those outputs. In Chapter 8, you will conduct a SWOT analysis
and PESTEL analysis to analyze key threats and opportunities, and in Chapter 9 you will put it all
together in a pitch summarizing your business plan. In Chapter 10, you will learn about a resource
planning tool to help you navigate the various sources of funds and other information available to
you; and in Chapter 11 you’ll learn about different ways to institutionalize your venture. In Chapter
12, we will introduce a marketing matrix to help develop your messaging. Then we’ll take a step
back in the final chapter, Chapter 13, to assess the big picture and where we want to go with all this.
All the concepts and tools in this book were developed over long periods by multiple individu-
als and organizations in multiple sectors; the author does not claim to have invented any of them,
and most can be found online in some publicly available format. References for these resources
are cited throughout. This book is simply a repository and reference book for you to use as a guide
to build your social entrepreneurship practice. You are strongly encouraged to be resourceful and
conduct your own external research to identify different formats and methodologies that are more
suited to your social venture as you develop it.
Along the way, you will also be reading the stories of social entrepreneurs who have taken the same
steps you are about to take. They will share their stories of trial and error with you, what worked and
what didn’t work for them. These stories will give you ideas and encouragement and point out what to
look for in formulating your problem and solution, building your organization and your team.
In summary, the learning tools we will be using in the coming chapters include the following:
Modules
Let’s take a quick overview of the roadmap ahead. Steps to implement your own intervention can be
broken down into learning modules, and over the coming chapters, we will go through these steps
together one at a time. As you implement your social venture, you may need to revisit some of these
steps multiple times. This is because social entrepreneurship is an iterative and dynamic process. It
is almost impossible to complete the journey in a linear fashion, as each step along the way, you will
collect new information and feedback that will continuously shape and reshape the outcome.
Learning Objectives
As you can tell from the nature of these modules, by the time you are finished with this book, you
will be looking at the world in a whole new way. At many points along the journey, you might
feel intimidated, overwhelmed, and tempted to toss everything into the wind. This is normal! It’s
a sign that you’re immersing yourself and engaging in the learning process. Remember that each
and every social entrepreneur has felt this way at multiple points along the road (or more like
multiple points in the same day!). If we are going to let the scale, nature, and complexity of the
challenges facing us today daunt us, then we will never be able to change them. Just take it one
step at a time, and you will see for yourself, anything is possible.
As you progress through the sequential stages of the textbook, look at all the things you will
learn how to do!
Upon completion you will be able to
◾◾ Develop a solution centered on the target population and taking into account existing infra-
structure and networks, designed to maximize access and minimize costs
◾◾ Test the assumptions linking the solution to the social challenge and specify success metrics
to indicate whether the intended changes are being made
◾◾ Build a business model to sustain the delivery of the solution, exploring multiple financing
mechanisms and potential revenue streams in line with the overall mission
◾◾ Pitch and present the idea, exchanging information with the end users, funders, team, and
other stakeholders
◾◾ Develop the organizational frameworks and team members to deliver the solution in a sus-
tainable manner
◾◾ Develop a strategy to engage stakeholders and create partnerships to ensure success
1. Thinking back to the information, people, and experiences you have been exposed to up
until this moment in your life, what would you say are among the top social challenges
you have spent time thinking about to date? (One bullet point or sentence per issue. Try to
restrict yourself to the 3–5 social challenges you have interfaced with the most.)
2. For each challenge you listed, in one sentence per question please answer the following questions:
a. What opportunities have you had to gain insight into this challenge over the course of
your lifetime?
b. Has your experience been personal or professional, firsthand or through reading/studies
(or a combination)?
3. Think back to a failed attempt to tackle one of the challenges you’ve listed above. It could
have been by you or someone else. Describe what was attempted. Why didn’t it work? (2 sen-
tences total.)
4. Each one of us holds one or more positions in society, whether as a student, professional, parent,
or community member. In your current role(s), what opportunities and resources are available
18 ◾ Introduction to Social Entrepreneurship
to you that you can leverage to contribute to tackling one of the social challenges above? (These
could include people, knowledge, events, physical or political or financial resources, or other.)
5. By the time you finish this book, what new knowledge, awareness or skills do you hope to
gain more of? Are there any milestones or targets you’d like to accomplish?
CHAPTER SUMMARY
◾◾ Social entrepreneurship is the process by which effective, innovative, and sustainable
solutions are pioneered to meet social and environmental challenges.
◾◾ This is implemented through a social venture, which can take many shapes and forms,
designed to deliver a solution addressing a social challenge in a financially viable way.
◾◾ This book approaches social entrepreneurship in the context of sustainable develop-
ment: the growth of society in multiple dimensions, including economic, social, and
environmental.
◾◾ What distinguishes social entrepreneurship from other forms of entrepreneurship is
that it serves marginalized populations, often responding to market failures. Financial
viability is a means to an end, not an end in and of itself.
◾◾ Skills needed by a social entrepreneur combine business, management, and innovation
skills alongside research, social service, and communications skills.
◾◾ This book provides tools, templates, and exercises to help build these skills. It also
includes examples of social ventures across sectors, case studies, and interviews with
social entrepreneurs.
◾◾ As we proceed through the chapters, you will develop your own social venture, start-
ing with a challenge of your choice and building an evidence-based solution tackling
its root causes. Now, let’s begin!
Most social challenges we will talk about in this book do not affect everyone equally.
In this book, we will approach this by first collecting information that is already out there
on the topic of your choice and then zooming in on the context in which you’ll be working and
collecting your own information. The next chapter focuses on the in-context immersion. In this
chapter, we’ll focus on how to frame your investigation, where to go about looking for informa-
tion, and how to think about what it is exactly that you’re trying to do when you first set out to
characterize your challenge.
21
22 ◾ Introduction to Social Entrepreneurship
Because we are applying the social entrepreneurship approach, we start with the social part
first: the people.
Let’s start with some definitions. By social challenge, we mean anything about the world that
you want to change that affects others. Most social challenges we will talk about in this book do
not affect everyone equally. The people who are most affected are those who have already been
disadvantaged by facing multiple challenges. For example, climate change affects us all, but it
affects people living in poverty in remote rural areas more than most others. Air pollution and
water pollution affect us all, but they affect people living in urban slums more harshly than most
of us. Because we’re applying the social entrepreneurship approach, we start with the social part
first: the people. We try to understand who is affected by this issue, what the causes are, how it is
manifested in their lives, and what they think should be done about it. You might already have an
idea or a solution right now that you are already thinking about implementing. And you might
stick with that idea throughout the course of the book! But you also might change your solution
once you start your investigation. This happens very, very often in the life of a social entrepreneur.
We go through many iterations before we find the right fit.
Characterizing a social challenge consists of two points of view: seeing the problem and see-
ing the opportunity.
Sometimes, the opportunity is staring you in the face! Other times, you have to work hard
for it.
Social and environmental outcomes are multifaceted and there are no silver bullets.
in order to truly characterize a challenge from the inside out and get a 360-degree, 3D+ picture.
Here, the plus sign refers to the notion that most problems have many more than three dimensions!
Regardless of the source of data, you should be looking for the different faces of the challenge you
are tackling. These include its geographic distribution (where it is) and its sociodemographic dis-
tribution (who it affects). It also includes the challenge’s scope in terms of how widespread it is and
how deep its impact is. Trend over time is another factor to consider, as are “co-challenges”—other
challenges that are closely interlinked with the one you are addressing.
Data Is Power
In commercial entrepreneurship, it is commonly said that fewer than 1 in 10 start-ups succeed.
In social entrepreneurship, the jury is still out, as experts continue to debate on whether there is
a higher or lower rate of success. On the one hand, the basic social problems we face today are
multifactorial and extremely difficult to solve. This is why they still exist! On the other hand,
social entrepreneurs are armed with a weapon that can help inform their likelihood of success if
applied properly. That weapon is data! A wealth of information and research has been collected
and conducted on social problems facing various societies and communities to date. Researchers
from government agencies, universities, think tanks, private consultancy firms, and NGOs have
spent millions of dollars and person-years* characterizing the root causes, affected populations,
and factors influencing the world’s leading social problems. This is why it is so important to invest
the time getting to know your problem inside out before you start attempting to solve it.
The basic social problems we face today are multifactorial and extremely difficult to solve.
This is why they still exist!
Why is it important to spend so much time characterizing the challenge? It may seem like a
waste of time to many readers at first, who are eager to take action. We know the problem exists,
you might be thinking—studying it to death will not help anyone; we need to start solving it! This
is very true, and the textbook you are reading embodies the essence of taking action to solve social
problems. However, it cannot be emphasized enough that before diving in to take action, time
must be invested in ensuring that the social entrepreneur has all the information at hand. Data
is power. The more you know about a situation, the higher your likelihood of success in making
changes which result in tangible improvements to the affected population. It is absolutely not an
option to start your social venture without taking the time to review the available information,
synthesize it, and think about what changes are feasible to make and how.
The more you know about a situation, the higher your likelihood of success in making
changes which result in tangible improvements to the affected population.
Where does one start? Before you begin, it is important to understand the nature of the challenge
and its underlying sources. “Know your enemies.” If you are setting out to eradicate a certain disease
* A combination of time spent working on something multiplied by the number of people working on it.
Characterizing Your Challenge ◾ 25
in a certain community, find out what root causes are propagating it—you might end up tackling
the challenge of getting clean water in that community instead! If your goal is to ensure that every
child in this community is enrolled in primary school, you’ll need to develop a deep understanding
of why and how their parents make decisions, alongside understanding the general infrastructural
challenges, like where the schools are, what the opportunity costs are, and what the student experi-
ence is like. Or your challenge could be reducing the carbon footprint of industrial complexes in an
urban setting. Here, you’ll need to understand what room you have to work with within the context
of existing government policies incentivizing industries—or whether you can help change these
policies—and what benefits you can offer to industries if they reduce their carbon footprints. What
drives their behavior? If you don’t have a solid grasp on these issues, then how can you change them?
Collecting information on a social problem can seem very time-consuming and overwhelming
to a beginner, and for good reason. Do not rush this step. Take the time to familiarize yourself
with key statistics and data sources, talk to people, and keep a record of each step you take and
each resource and piece of information you find.
You will need others if you’re going to effectively tackle this challenge.
26 ◾ Introduction to Social Entrepreneurship
Before you dive into your research, put your investigator lenses on. Look at everything with a
fresh set of eyes, and don’t take anything at face value. Two important things to keep in mind at
all times are: question all assumptions, and think like a child!
community. Right now, in order to characterize the challenge, you need to be able to answer the
following questions:
◾◾ What? What is the challenge you are narrowing in on? What is its nature and characteristics?
What consequences does it have on people?
◾◾ Who? Who are the affected populations? What are their characteristics? Does it affect some
more than others?
◾◾ Where? What is the distribution of the challenge, its causes, and affected populations?
◾◾ Why? What are the root causes?
◾◾ How? What are the pathways by which these causes affect these populations?
◾◾ Dimensions:
– Magnitude versus distribution (depth versus breadth) of the challenge
– Sources, types, and quality of the data you are using to understand the challenge
◾◾ Prior attempts to conquer this challenge:
– What has been tried already, what has worked and what hasn’t—And why?
Who Is Affected?
Next, write down who is affected by this challenge. Try to think of the different groups of people.
Does it affect certain ages more than others? For example, some social challenges affect vulnerable
populations, like the very young and the very old, the most. Air pollution is one such example: it
affects the heart and lungs of infants and the elderly more than the average adult. Does it affect
certain genders more than others? For example, some social challenges affect women more than
men, or vice versa. Lack of access to water is one such example: girls and women in remote rural
settings around the world spend hours each day walking to the nearest water source, collecting
water, and walking back. In many cases, this has a detrimental effect on girls’ ability to attend
school. Age and gender are examples of what we call “sociodemographic indicators.” These are
descriptive data that indicate population characteristics. Other sociodemographic indicators are
income level and occupation: many social challenges disproportionately affect those with low
incomes or those with certain occupations. One such example is climate change, which dispropor-
tionately affects farmers and food producers.
have the opportunity to change it. Don’t be afraid to dig deep. Oftentimes, data are available only
at the aggregate level. This means that you might easily find global averages, regional averages, or
country averages. But there is so much variability at the local level, you need to look beyond the
surface.
Another tricky aspect you need to think about in terms of geographic distribution is, are the
causes and the symptoms observed in the same places? Knowing that there are multiple causes for
each problem, it might help to ask the question: which causes are localized, and which stem from
far away?
Keep digging until you find the roots, and then you can step back and ask yourself how deep
down your solution can go.
How Do These Root Causes Affect the Challenge and Its Outcomes?
Don’t be satisfied with just listing the root causes without understanding as much as you can the
mechanisms by which these causes result in the outcomes you are looking to change. Tracing
the pathway of each root cause to its associated outcome is one way to do this. You might end up
with a lot more information than you signed up for, but this is okay! Remember our mantra, data
is power. Further in the chapter, we will talk about some ways to organize this information in a
way that helps you step back and analyze the multiple causes and pathways, so that you can start
thinking about which one(s) you will tackle and how. For now, putting on your investigator lenses
and trying to explore multiple pathways leading to the same outcome will help you identify the
different opportunities you have to change that outcome.
Think about a circle you might see from far away. If you get closer and try seeing the circle
from different points of view, you might find out it’s actually a sphere.
Examining trends over time is another way to investigate your challenge more deeply rather
than taking it at face value. Is this problem decreasing, increasing, or staying the same? Are the
trends different in various parts of the world, or in different populations? What is causing these
changes and variations?
Uniformity versus variability is yet another way to look at it. Is your challenge manifested in
more or less the same way everywhere, or is it highly variable? This is critical to designing your
solution and to scaling it: understanding to what extent the challenge differs in various places and
among various peoples, and what factors influence this variability.
Dimensions of Data
It is also important for you to think about the characteristics of the data you are using to build
your knowledge about this social challenge. What are the sources of information? Is there consis-
tency in your results?
Different types of research studies result in different types of data. One type is observational
data. Observational studies can provide a snapshot of the situation, or they can track it over time.
The data can be collected prospectively, such as by signing up a group of people to participate in a
study. Or they can be collected retrospectively, such as by looking into existing archives like hos-
pital records, government census data, etc. Observational studies attempt to draw links between
different factors.
For example, they may observe that in countries with certain policies, girls get educated more.
They may also observe that in these same countries, maternal child health outcomes are more posi-
tive. Does this mean that education is the root cause of positive health outcomes? We can only be
certain in cases where individual women were tracked for both these pieces of information, and
other factors in their life that could also influence these results were also accounted for. In this
example, it turns out that yes, it is indeed a root cause.
Ecological data are information we have at the large-scale level, such as country statistics. It is
more difficult to reliably infer relationships between different factors from ecological data because
there are so many other different factors that could be responsible for these results. So be careful when
making your own inferences. Read about the work of others who have been studying this field for
years and decades and immerse yourself in the scientific debate of the leading researchers on the topic.
Another type of study is a randomized control trial (RCT). This is used by researchers when
they want to control the setting in which the social outcome in question is observed, to be sure
that the factors they are studying are indeed the cause of this outcome. This results in experimental
data rather than observational data. If we have enough people in the experiment to ensure that the
results are not likely to be a coincidence or an exception in this small sample, and if the experiment
follows proper protocol to make sure the results are not biased, an RCT can be a powerful study
design in understanding root causes of social challenges.
Why is it important for you to understand the different types of data and the type of study
they came from? It’s important because you need to be aware of the different implications of vari-
ous study designs, and the different dimensions of data, to assess whether and how the results can
inform the setting you’re working in.
30 ◾ Introduction to Social Entrepreneurship
Immerse yourself in the scientific debate of the leading researchers on the topic.
Causality is an important concept to understand because if two factors are related, that doesn’t
mean one causes the other. Understanding the directionality of relationships is important in iden-
tifying opportunities. If two factors are related, but the first doesn’t necessarily cause the second,
then changing the first will not necessarily change the second! The second might affect the first
instead—the arrow might go the other way! Or, they might have a common root cause, which
means you have to keep digging.
Generalizability is another dimension you should be aware of. If a study is conducted in one
town or one country, are the results generalizable to any setting? Or could they potentially be
attributed to the unique qualities of that setting?
Again, as in all the previous points, go with the data. Following your intuition is not
enough if your intuition is not well informed with evidence. Be objective, open up your mind
to the possibilities, and start from fresh like a true detective would. Don’t forget, people’s per-
ceptions may differ from the reality. And many get caught up in trends or hot topics. You need
to spend a lot of time thinking about which challenge you want to address, learn everything
you can about the multiple dimensions of that challenge, and investigate what others have tried
before you. By taking these steps, you can help ensure that all the time, effort, and resources
you will be putting into developing and implementing your solution will be more likely to
make a difference.
Photo from Kiva’s press center. Image provided by Kiva to advance its mission of connecting
people around the world through lending to alleviate poverty.
32 ◾ Introduction to Social Entrepreneurship
Sociodemographic Setting
Being familiar with a particular location and a particular population is a key strength in estab-
lishing a social venture. That is not to say that it is impossible to succeed in unfamiliar territory—
on the contrary, social pioneers do just that, chart new territories! This is simply to say that a
good place to start when thinking about your topic is asking yourself which places and which
peoples you have experience with. If you have experienced a social or environmental problem
firsthand, chances are, you’ll be better positioned to work with the community to co-create a
solution.
Needs-Based Framework
Thinking about your own characteristics is helpful in choosing your topic, but don’t forget, this
isn’t about you. Social entrepreneurs respond to the needs and preferences of the people they are
working with. In the setting(s) you are exploring, what have the people asked for? Do you have any
firsthand information or secondhand accounts on what they actually want and need? We will talk
Characterizing Your Challenge ◾ 33
more about this in the next chapter, but it is also crucial for you to be thinking about it from the
very start, and framing your thinking about choosing your topic based on the needs.
Access to Resources
Making a mental map of the resources that you have access to right now is another way to start
honing in on your topic. If you work in a large company offering a product or service to society, the
processes and resources that go into creating that product or service could be extended to meeting
the challenge you identify. If you are stationed in a university setting or a specific department,
the knowledge and skills of your peers and professors may be an untapped resource you want to
leverage. Of course, once you identify your challenge, you will still need to mobilize resources you
may not currently have access to. But thinking about the resources around you and how you can
leverage them for positive impact is a great way to start.
As a social entrepreneur, you want to question existing practices and find a better way to do it!
what you would spend your time doing if you could do anything. Don’t be paralyzed if you can’t
think of one thing—make a list of all the different options and then think about the various
options on that list, perhaps narrow it down to a shortlist. Discuss with your peers and mentors.
Then you can look up information on each option, weigh it against the questions listed previously,
and start to get closer to your challenge.
Don’t be paralyzed if you can’t think of one thing—make a list of all the different options
and then think about the various options on that list, perhaps narrow it down to a shortlist.
Again, it is important to drive home the importance of thinking about all these questions
within the context of what is needed. Being a social entrepreneur is not about building your legacy.
As you will observe from the cases and interviews throughout this textbook, a key characteristic of
social entrepreneurs is that they leave their egos at the door. Being a social entrepreneur is about
responding to the needs and opportunities presented by others. So when thinking about the previ-
ous points and aspects, think of them in the context of assessing yourself as a resource for others.
Where could you best serve?
A key characteristic of social entrepreneurs is that they leave their egos at the door.
One such portal is the sustainable development knowledge platform, which consolidates informa-
tion on the UN’s Sustainable Development Goals (SDGs). These were created by the global community
in 2015 and agreed upon by world leaders. They stem from the historical Millennium Development
Goals, which were drafted at the turn of the millennium when the global community decided that
it was time once and for all for us to eradicate poverty, achieve universal primary education, achieve
gender equality, make drastic reductions in child mortality and improvements in maternal health,
combat major diseases, and ensure environmental sustainability. These were the overarching goals
of the human race at the turn of the millennium, to ensure that basic human needs were met for all.
While some progress was made, we are nowhere near successfully tackling these challenges, and more
entrepreneurial approaches are needed. Reading about the information that was collected around
each problem, the interventions that were designed to solve these problems in various settings and by
various players, what worked and what didn’t, is a helpful way to have a general overview which could
provide a useful background to your thinking about the social venture you are building.
While some progress was made, we are nowhere near successfully tackling these challenges,
and more entrepreneurial approaches are needed.
A wealth of information has become available on the social problems included within the
SDGs as a result of the resources pledged by the world’s leading development institutions, aca-
demic institutions, and all the world’s countries to meet these goals. Further information has been
created as various stakeholders (spanning the governmental, academic, civic, and private sectors)
develop programs and interventions to reach the targets specified within each goal. The challenge
you take up could be included among the SDG targets, or it could be something completely dif-
ferent. In both cases, it is well worth your time checking out the portal (https://sustainabledevelop
ment.un.org) and its predecessor (www.un.org/millenniumgoals).
A good way to approach your investigation is to start at the global level, then look for
regional sources of information, then zoom down to the country and local levels.
Another similar global portal is the World Bank data portal (http://data.worldbank.org),
where you can look up statistics from countries around the world. You can also find information
on national datasets, where most countries will also have household surveys and other national
information available on sociodemographic indicators and environmental and economic indica-
tors. Local NGOs may also have more small-scale data that will serve to be extremely valuable to
you in completing the picture and assessing variability in your social challenge at the local level.
A good way to approach your investigation is to start at the global level, then look for regional
sources of information, then zoom down to the country and local levels. Global foundations and
think tanks are another useful source of information, as they often invest time and resources
into thinking about and learning about the challenges they aim to tackle. Various examples from
around the world include the Clinton Foundation, Gates Foundation, Qatar Foundation, Agha
Khan Foundation, and many, many others.
Both of these types of institutions rely on academic and field researchers to produce and ana-
lyze the data they consolidate. Thus, universities and local researchers (whether contractors or
36 ◾ Introduction to Social Entrepreneurship
NGOs) are often the source of these data. These groups will also have their own websites and
centers dedicated to their topics of specialty. Many organizations also lie at the intersection of
academia and grassroots work, collecting evidence on what works and what doesn’t from out in the
field, analyzing and disseminating this information broadly for others to use in their own work.
These organizations are especially valuable to you. Two such examples are Innovations for Poverty
Action (www.poverty-action.org) and Millennium Villages (www.millenniumvillages.org). Such
organizations design and implement programs based on data collected by academic researchers
and evidence from the field and in turn share their results to add to the evidence base for further
analysis and dissemination.
Being your own investigator, it is important to know that it is very rare for any one source of
information to contain the complete picture. More often than not, even in peer-reviewed scientific
journals, for every scientific article, it is possible to find another article with contradictory find-
ings. Therefore, a top rule to keep in mind while characterizing your challenge is to always get a
“second opinion” (or a third, or a fourteenth)! Just like you would diagnose your health by meeting
with more than one health professional and doing your own reading, the same goes to diagnosing
and characterizing the challenge you are setting out to tackle. So whatever you do, remember to
be your own investigator.
Population-level example:
Children’s health
Individual-level example:
factor influences the next (sometimes the arrow goes both ways), and a dotted arrow indicates that
you have reason to suspect there may be a relationship there but you’re not sure yet. Above the
arrows or next to the graph, you can list the sources of information for each relationship.
Of course, while drawing your diagrams, you may find that some relationships can be
cyclical too, with either positive or negative feedback loops (Figure 2.1). This is especially
the case in social outcomes, where the presence or lack of one factor leads to more or less
of another factor, which then further reinforces the presence or lack of the first factor. We
have already seen one earlier in this chapter: higher levels of education lead to higher levels
of health. You can add to this on both ends: on the back end, higher levels of income lead to
higher levels of education and health. On the front end, higher levels of education and health
lead to higher levels of income, which further reinforce the cycle in subsequent generations.
This example is at the population level. At the individual level, another example is sleep.
Poverty is correlated with poor sleep, which in turn is correlated with reduced productivity,
leading to more poverty.
A similar tool to organize and build on your thoughts about a challenge is also a new take
on an old technique, the Ishikawa diagram—also known as a fishbone diagram because it looks
like a fish’s skeleton. In this book, we’ll use a “flipped” Ishikawa diagram called the “Inverted
Ishikawa” to help visualize root causes. The original version was initially used in industrial busi-
ness and subsequently adapted to studying social and environmental problems.* The Inverted
Ishikawa starts by writing out the central challenge in a circle at the top of your page and then
drawing a line down from that circle. From that line, various off-shoot lines emerge, linking
various factors related to the challenge. Because every challenge has multiple factors influencing
it, and thus multiple solutions, this will help you flesh out the various possible scenarios to set
the stage for deciding in the coming steps how you and various other stakeholders might pos-
sibly work together to tackle it, either from various angles or by focusing on one factor (Figure
2.2). At the very bottom of the line will be the root causes: when you are not able to identify any
further branches, when you are not able to ask “why” anymore, this is where you have found
the roots.
* Ishikawa, K., & Loftus, J.H. (1990). Introduction to Quality Control. Tokyo, Japan: 3A Corporation. Wong,
K.C. (2011). Using an Ishikawa diagram as a tool to assist memory and retrieval of relevant medical cases from
the medical literature. Journal of Medical Case Reports, 5, 120–123. See: Andrews et al. (2012) https://research
.hks.harvard.edu/publications/getFile.aspx?Id=841.
38 ◾ Introduction to Social Entrepreneurship
Social challenge
Let’s examine the following example on maternal mortality.* Let’s say you are working in a
rural area in a low-income country. Some of the factors influencing this outcome are lack of prena-
tal care (visits to the health clinic by the expecting mother before birth), unattended births (those
which take place in the absence of a health worker), and lack of medical facilities (such as clinics
or hospitals that can respond to emergencies taking place at or after delivery). If you keep asking
“but why?” you can tie these questions even farther back to limited resources at the government
level (weak health systems and infrastructure) and limited time and awareness at the household
level (mothers who need to work, don’t have time to travel to the nearest health center, and don’t
have knowledge about health-related needs and services). You could even keep asking “why?”
until you traced it back to geopolitical and historical forces that led to the poverty of this nation
(Figure 2.3).
At this point, naturally, you are feeling overwhelmed. “What can one aspiring social entre-
preneur do about all these major forces?” you might be asking. Don’t forget, at this stage, you are
not yet attempting to tackle this challenge. You will have plenty of opportunity to think about at
which level you want to tackle this challenge, as well as the feasibility of your solution, in future
stages. For now, your task is to understand the problem to its core. Understand who it affects,
where, how, and why. If you keep asking why until you get to the roots of the challenge, then you
will at least be closer to getting a sense of the full picture. In the next chapter, we will step back and
assess at what level you might actually be able to intervene. You may not have access to the govern-
ment systems or larger geopolitical forces, but you may have access to knowledge and services you
can help get to the mothers. For now, you are charged with combining the informational resources
at your fingertips to learn as much as you can about this challenge.
* You can view a short talk by Professor Matt Andrews of Harvard University on this exercise using a fishbone
diagram here: https://vimeo.com/91733930.
Characterizing Your Challenge ◾ 39
Maternal
mortality hs
irt
db
nde
e
La att
ck Un
of
pre
nat
al car
e
ies
c ilit
Limi f fa
ted t a cko
ime a L
nd a
ware
ness
Corruption
Unstable government
Figure 2.3 Example Inverted Ishikawa visualization for a maternal mortality scenario.
1. Describe what social challenge you will be tackling moving forward. How does it affect
people?
2. Who does it affect? Include statistics on the number of people affected.
3. Where is the affected population? Include information on the distribution.
4. What are the root causes, and what are the pathways by which these causes affect this popu-
lation? You can either provide a diagram here or write it out, using up to a sentence per cause
if needed.
5. What data sources and types have you used? List at least eight references.
6. Challenge question: In 800 words or less, describe previous attempts to tackle this chal-
lenge, what has worked and what hasn’t. (Make sure to specify by whom and where these
attempts were implemented.) Think carefully to yourself and review your answers to the first
five questions before answering this question. Reviewing the evidence and arming yourself
with data will serve as your number 1 weapon moving forward in developing a solution that
actually works!
CHAPTER SUMMARY
◾◾ The first step in a social entrepreneur’s journey is to identify and characterize the chal-
lenge she or he is tackling.
◾◾ Building your solution around the challenge and the people it affects is the best start
you can get in making it work.
◾◾ This includes familiarizing yourself with what others have tried before you.
◾◾ This chapter provides a framework for characterizing your social challenge, focusing
on what, who, where, why, and how.
◾◾ At this stage, you’ll be primarily dealing with secondary data collected and analyzed
by others, and in the next stages, you’ll head out to talk to more people and build your
knowledge base even further.
◾◾ Familiarize yourself with the different data sources and types described in this chapter
and how they might affect the results you are reading about.
◾◾ We’ve reviewed some key repositories of data including international organizations,
universities, and local organizations. Many of these are connected and build on each
other’s work.
◾◾ A good way to approach this challenge is by starting with the global knowledge and
statistics, then zooming down to the regional, national, and local levels to explore dif-
ferent sources.
◾◾ Most importantly, across all sources of information, keep asking “why” and digging
deeper until you reach the roots. A DAG or Inverted Ishikawa can help you visualize
this. Don’t forget to question all assumptions!
Chapter 3
Now that you’ve zoomed in on the challenge you’re addressing and learned everything you can
about it, the best people to figure out a way to solve this challenge are the ones most involved and
most affected. You can help facilitate, organize, and bring resources to the solution, but you can’t
create it from scratch all by yourself.
Ideas are easy to come by, but implementable ideas are not always as straightforward as you
might think. To find the idea that has the best chance of succeeding, it’s important to first live and
experience the challenge yourself. This chapter focuses on co-creating a solution working with the
people it’s being tailored for.
The best way to ensure that your solution is feasible and helpful to implement for a certain
target audience is to develop it hand in hand with that person and that community. This is part of
the research and development stage, a natural extension of the problem formulation stage you’ve
already started on, and a bridge to the solution you’ll implement. Before you’re able to design and
implement the solution, a careful assessment and co-creation process is in order.
For this, we’ll draw on different fields of study and practice in defining what it means to co-create
and how to go about co-creating your solution. From the field of community-driven research, we will
explore different steps toward participatory planning, identifying solutions and assets in the commu-
nity and exchanging knowledge and capacity. From the field of human rights, we’ll discuss what it
means to ensure accessibility, affordability, and acceptability in any basic social product or service. We’ll
also draw on key principles from the field of leadership skill building and well-known best practices.
Finally, we’ll review an example of community-driven planning that resulted in a viable social venture.
41
42 ◾ Introduction to Social Entrepreneurship
starting point to understanding the social challenges faced by different groups of people and how
each group interacts with that challenge. Once you are immersed within a community, you will
gain an understanding of the individual variabilities that lie within.
ial and
Soc tal Experts
cap
i leaders
Your solution
Infrast
ruct
and reso ure Id ea s
urces
of the puzzle in your social challenge, think about the connections that might already exist, which
you just have to put together. What are the six degrees of separation between Ana, an inhabitant
of a remote village, and the healthcare services she needs? Of course, there may be more than six,
or even less. With your Inverted Ishikawa from Chapter 2, you will have already explored many of
these. Which of these do you have the opportunity to bring together?
During the co-creation process, try to think of your role as a Connector, as described in the
book The Tipping Point by Malcolm Gladwell. After all, aren’t you trying to tip this challenge? A
Connector is someone who knows a large number of people and who can connect others through
a smaller degree of separation than the average person can. For those of you thinking, “what if I
don’t know that many people?” this concept can be extended further than just one’s social net-
work, by considering the common characteristics of connectors: Connectors often exhibit curios-
ity, versatility, confidence, and energy for new links between people and ideas. They see things in
others that others themselves may not see. Their work spans many different worlds; they occupy
diverse communities, subcultures, and niches. They have an instinct that helps them relate to dif-
ferent peoples and populations. Chances are, you probably exhibit at least one or more of these
characteristics!
In this sense, as a social entrepreneur, one of your most important roles is to serve as a
connector—keenly observing the different resources, stakeholders, opportunities, and gaps in
your community and finding ways of putting them all together. Keep your eyes open for those
untapped resources, talk to as many community members and stakeholders as you can, and build
your base of supporters who will champion your solution. Also keep in mind which of these char-
acteristics you have and which you’ll need to look for in others you’ll want to recruit for your team!
In describing the power of the connector, Gladwell points to the social power conferred by
social acquaintances, who we rely on to open up new worlds to which we don’t belong and give us
access to new opportunities. This underscores the importance of going beyond your own network
to find the existing connectors inside your community. You are not the only entrepreneur out there!
Whatever field you are venturing into, find out who’s been doing things differently in that field.
Who has pioneered new ways of interacting with the social challenge you’re facing and of
facilitating more positive ways for others to interact with it? Who are the local entrepreneurs and
leaders that people turn to? This is a good place to start when connecting the dots. Find the sources
of social capital, to extend the leverage you already have yourself as a connector.
Catalyzing Change
By connecting the existing pieces of the puzzle, you are acting as a catalyst. Just as an enzyme
brings together different molecular components and catalyzes the formation of a new molecule,
the connector brings together different people, ideas, and resources and catalyzes the formation
and implementation of a new social solution. “The closer an idea or product comes to a Connector,
the more power and opportunity it has.”*
The key point to remember here is that you need others. The enzyme is only serving to bring
together the components of the molecule; without these components, the new molecule is not cre-
ated. Just as we rely on connectors to put us together with new people, we rely on others to put us
in touch with information and other resources.
* Gladwell, M. (2002). The Tipping Point: How Little Things Can Make a Big Difference. Back Bay Books, p. 55.
44 ◾ Introduction to Social Entrepreneurship
Just as an enzyme brings together different molecular components and catalyzes the forma-
tion of a new molecule, the connector brings together different people, ideas, and resources;
and catalyzes the formation and implementation of a new social solution.
TC: Libby, you are best known for building businesses with waste
pickers in Central and South America. What has your work
with waste pickers taught you?*
LM: What I’ve learned is that you can design systems for zero waste
by building many businesses and linking together. To do this,
you need to co-create with the existing local entrepreneurs in
the community. Finding your local entrepreneurs is the most
important step. You have to work alongside someone.
TC: How do you go about finding the people in the community
to co-create with?
LM: I followed the trash, and that’s where the entrepreneurs were! These were single women
with eight or more children, and they had to make a living. When I go into a com-
munity, it’s really the women and children that are the poorest, and they are also the
game changers. Innovation exists at the margin because people who have nothing,
have to survive, and so I work with these survivors.
TC: You recommended the waste pickers’ social enterprise case study. Why do you think
it’s important to study this example when learning about the principles of social
entrepreneurship?
LM: Solid waste management is one of the most pressing problems worldwide and affects
the most marginalized people. Globally, there’s a growing movement around waste
pickers; there are about 20 million people worldwide collecting and sorting garbage;
and they have organized into municipal, national, regional, and international unions,
sharing strategies for how they were growing waste sector businesses. Corn Island just
outlawed plastic bags and they’re about to outlaw plastic bottles. This was their big-
gest problem and they solved it through social entrepreneurship; they created a water
purification social enterprise and cloth bags made by women.
TC: How do you build a business out of waste picking?
LM: The first thing you need to do is an assessment: you’ve got to figure out your supply
chains. It’s really a volume enterprise. If you put together enough municipalities,
you can get the volume needed. We had to build networks of waste enterprises. One
business wasn’t going to make enough money for these women, so we had to launch
several. We started by serving local institutions: we mapped out their locations and
took care of their waste needs. We now have a waste-to-energy business. We built a
biodigester. The only way we could survive was to diversify.
TC: What is the hardest part of co-creation to you?
LM: The ability to imagine and the ability to have confidence to realize your dreams. It’s
like a Polaroid picture where it first comes out and you can barely see it; you have to
shake it, and then the image becomes clear. Many of the women I work with, when we
first start, haven’t found the voice yet to be able to say, “This is what needs to be done,
this is why we should be the ones doing it, and this is why you should be paying us.”
* Title at time of interview (Feb 2015). Current title is Executive Director, Prosperity Catalyst (as of Apr 2015).
46 ◾ Introduction to Social Entrepreneurship
TC: Albina, you’ve been working in the waste sector for 30 years,
but you only formed your organization 13 years ago. Why
did you wait so long?
AR: I wasn’t sure I could manage my own organization! Plus, it
takes so much time to build results. First, we just needed to
focus on doing the work. It took years to build trust within
the waste pickers community, and even more years to build
partnerships with the local businesses and municipalities.
TC: Tell us more about how this all started, 30 years ago.
AR: I grew up in the jungle, my parents were small farmers. I begged them to send me
to the city to study, and in the end, they saved up and bought me a one-way ticket.
When I got to Lima, I was shocked. I had never seen or heard of garbage before. In
the jungle, we don’t use plastics. And our food waste, we don’t think of as waste. It’s a
resource, we are very careful with it, it has great value and we use it for our livestock,
fertilizer, etc. In Lima, there were literally mountains of garbage! I couldn’t believe my
eyes. I lived in the slums, and I noticed that the garbage was the worst where the poor
people were.
TC: What was the first thing you did?
AR: I talked to the government workers and asked why they didn’t remove the garbage in
the slums. They said the poor people don’t pay for their services, they like the dirt. I
said it’s not true, I am one of them! I went to the dump to talk to the waste pickers.
There were mosquitoes, rats, cockroaches, dogs eating garbage. It was a horrible situ-
ation. I made it my goal that there would be zero waste pickers working in the dump.
TC: So how did you get from that situation to where you are today?
AR: It took a very long time. The waste pickers were afraid to work in the city. They don’t
believe in the municipality or anybody. I told them, “You are the entrepreneurs.” We
had to talk to the municipality, to the businesses in the city, to offer our service. Now,
each year, we have a convocation with the municipality. We worked with the govern-
ment to give financial incentives to municipalities to work with waste pickers. We had
to advocate for new law. Today, there is a national program to sort garbage; we wrote
this law! Now, they are not waste pickers anymore; we call them recyclers. It was a
long, long road.
TC: What are the next steps?
AR: Next step is for families to pay directly to the recyclers. The neighborhoods and fami-
lies believe in them. We are already starting this in one neighborhood. We have ID
cards for each recycler, and people trust them.
TC: Working with the government, didn’t you ever face any corruption?
AR: We did! Big companies offer services to municipalities and get a lot of money but don’t
want to recycle. But after we made this law, municipality has to work with waste pick-
ers. It took years to approve, and more years to implement. Now, we are getting the
Co-Creating with the Community ◾ 47
Professionals, industry
Different Catalyzing
population knowledge Academia,
segments exchange research
* One example template is available at http://www.setoolbelt.org/resources/2031, adapted from the WHO and
other original sources.
† For more ideas and information, see http://www.institute.nhs.uk/quality_and_service_improvement_tools
/quality_and_service_improvement_tools/stakeholder_analysis.html.
Co-Creating with the Community ◾ 49
High
Win over Build alignment
Influential Potential partners,
stakeholders whose collaborators,
buy-in will help you competitors. Seek
succeed. Consult with ways to join forces to
and keep them work toward the
informed regularly. same mission.
Influence
Mobilize Engage
People who are less Key stakeholders who
clearly involved. If could be most
time and resources affected. Engage them
allow, build interest by every step of the way
demostrating shared to increase their
value. influence.
There are existing social change agendas for each stakeholder. Don’t form your own without
understanding these and understanding the different ways you can contribute.
Before you start, make sure you think about sensitivities you should be watching out
for. These could be social, cultural, or political. Various groups of people have various back-
grounds and dynamics underlying their relationships and behaviors toward one another.
Whatever you do, you need to proceed cautiously. This is why it is impossible to hammer
home enough the importance of working in a setting you are familiar with or investing the
time to familiarize yourself deeply with a setting when venturing into new territories. Being
part of the community, living in it, and experiencing for yourself the social challenges it faces
are always, always the first steps. There are existing social change agendas for each stake-
holder. Don’t form your own without understanding these and understanding the different
ways you can contribute.
50 ◾ Introduction to Social Entrepreneurship
Research Tools
What defines community-driven research is that it is conducted for, by, and with the community.
It’s not just you and your starting team as a group of outside researchers studying the community!
Most people don’t like to be studied.
It’s you as a catalyst and connector, bringing people together to exchange knowledge about
their interaction with this social challenge. Ideally, you’d like to put together a research team
bringing together members of various stakeholder groups to carry this out.
Tools and techniques needed to gather information from multiple stakeholders are summa-
rized in Figure 3.4. Depending on the situation, topic, location, and social preferences, you will
craft your own combination. These include door-to-door surveys, focus groups, town hall meet-
ings, one-on-one meetings, and other creative ways to exchange knowledge. Contests, confer-
ences, and workshops might be used in some cases. Outdoor events bringing together different
groups in the community might be another. It depends on where you are, what your topic is, and
what people are accustomed to. Ask for people’s feedback on what techniques they suggest and
what they think would work best. Your technique will also differ on whether you are bringing
together like-minded people to get their feedback (which is more common in the earlier stages)
or bringing together diverse groups to exchange knowledge between themselves (which is more
common as you progress).
Ask for people’s feedback on what techniques they suggest and what they think would work
best.
All of this requires ongoing ties to the community, connectedness between the stakeholders,
and active relationship building. This is one of the most important investments of your time. In
fact, as your venture develops, building relationships with end users and other stakeholders may
end up consuming the majority of your time, while technical aspects are delegated to others.
This is especially the case in the co-creation phases, before you get to the design and business
planning phases. This is because the end users themselves inform the design and costing and other
factors, by having a role in the development of the solution. As such, community-driven research
requires not only multiple sources of expertise but also a large amount of flexibility and creativ-
ity in bringing people together to develop the methods that you will use to collect and exchange
knowledge.
◾◾ Keep it simple
When preparing your questions, whether written or oral, keep them finite in number.
One consideration here is that you want to start with general questions in order to avoid
overwhelming people. A second consideration is that you want to leave room for the
unknown to emerge. If you have too many questions that you need to get through, there’s
no space for your participants to bring up questions of their own! While it’s important to
come prepared in order to provide a structure for the conversation, it’s also important to
be flexible, open, and encouraging for participants to divert the conversation or add new
topics or perspectives.
◾◾ Listen!
The number 1 thing you are trying to do here is hear people. If you’re coming in with
prejudgments or predeterminations, you won’t hear what people have to say. Start with an
empty slate and an open mind each time you talk to someone. Each person and each group
will have completely new perspectives and experiences to share. Your role is to talk less and
listen more. Also, debrief with your team afterward, to learn what they heard too. Each
person has a way of noticing nuances in others, and your teammates might have picked up
on observations you may have overlooked. Stay focused while conducting your research, and
52 ◾ Introduction to Social Entrepreneurship
then share your observations after each piece of research is conducted. This will multiply the
information you are able to collect.
◾◾ Diversify
Sometimes, it’s helpful to ask the same question in different ways, to different people, using
diverse methods. This is why you will most likely want to use more than one of the tools listed
previously to understand your challenge. Each tool has its advantages and disadvantages. For
example, conducting one-on-one interviews with community members has the advantage of
creating more privacy for the person being interviewed. Maybe she or he wants to share infor-
mation, experiences, or perspectives with you that she or he doesn’t necessarily feel comfortable
exchanging in a group setting. On the other hand, focus groups allow for people to build on
one another’s contributions, reinforce or conversely bring out points of differences, highlight-
ing group dynamics, and reaching more people. A focus group is basically an interview con-
ducted with more than one person at the same time. Focus groups usually include less than 10
people; depending on the situation, they could include a small handful such as 4 or 5 people,
or they could include up to 12 or 15. Once you start getting closer to 20 people, you’ll find
yourself more in a “town hall” type of situation. Here, you’re less likely to be able to go into as
much depth on any one topic as in a focus group, but you’re more likely to gain different per-
spectives and reach a large number of people. Using more than one of these techniques, while
keeping in mind the cross-cutting tips, can help make sure you gain a more comprehensive
understanding of the challenge you are tackling from different perspectives and dimensions.
Different
Professionals,
population
industry
segments
creating new markets. Thus, accounting for human resources should take place not only when
accounting for your inputs but also in thinking about how to characterize your outputs and what
you want to contribute to that community.
Because you alone cannot determine the success of your solution’s implementation, by exten-
sion, you alone cannot conceptualize it.
54 ◾ Introduction to Social Entrepreneurship
While your drive for results and efficiency may tempt you to act first and ask later, it behooves
you to invest the time in mobilizing the community from the start.
Financial
capital
(income,
Natural wealth,
investment) Built capital
capital
(utilities,
(biodiversity,
roads, health
earth, soil,
systems)
water, air)
Sustainable
Cultural development Political
capital outcomes capital
(traditions, (inclusion,
preferences, voice, power,
language) laws, policy)
Examples of the different types of resources you may identify are depicted in Figure 3.6, which
is adapted from the community capitals tool and framework for evaluating strategic interventions.
This framework was developed by a group of community researchers based on their analysis of
entrepreneurial communities.* They observed that communities that were successful in demon-
strating sustainable development not only addressed and incorporated these different types of
capital into their work but also took into consideration opportunities for synergistic interaction
building on the different types of resources.
In order to determine during the business planning stages down the line how these resources
will flow in and out of your social venture, it’s important to conduct an inventory before
you start.
Your challenge is to co-create a solution that is feasible within the local context, culture, envi-
ronment, infrastructure, and economy. Not only that, your goal is for it to thrive in that setting.
Therefore, an important step in co-creation is to assess that setting and thoroughly characterize
it so that the solution you develop will be the right fit and will operate based on resources that
are the right match. Asset mapping can help pave the way by identifying available skills, points of
leverage, and strategies to diminish deficits.
Participatory Planning
The types of community-driven research depicted previously are the foundations of your partici-
patory planning process. Setting your action plan moving forward will depend on the resources
available to you and how things are done in your community. How can you build a system that
puts together the different assets and links them together sustainably? What are your strategies for
effectively engaging your community in a deep dive participatory process?
A popular way of bringing together different stakeholders to identify resources and ideas for
potential solutions is to organize a visioning workshop. This is an event that usually lasts more than
one day, whereby people affected by and interested in solving this challenge are brought together.
They start by identifying needs, priorities, shared interests, and preferences to establish common
grounds. They then work together to formulate common objectives and a larger vision for social
change. This can be a powerful way of building a sense of ownership over potential solutions from
the start and more importantly tailoring those solutions to meet identified needs and priorities.
The key here is to have multiple stakeholders partner to organize and implement the event.
Once you have mapped out the assets of your local context, create a learning plan. What ques-
tions remain to be solved? At what point is it okay to begin? If there are various ideas arising, how
will we decide which idea(s) to test out?
Join forces with others on the ground, if and when this is possible! There will still be plenty
of opportunity to innovate, build social business, create value, and disrupt the status quo by
working with others.
Last but not least, don’t fall under the delusion that social entrepreneurship means starting
from scratch. If you find someone who is already tackling this social challenge and it is possible
for you to work with them, don’t start your own shop! This is one of the key pieces of advice
offered time and time again by social entrepreneurs all over the world. Join forces with others
on the ground, if and when this is possible! There will still be plenty of opportunity to innovate,
build social business, create value, and disrupt the status quo by working with others—in fact, the
opportunity will be greater in most cases, rather than each one working on her own.
Checklist: AAAQ
In implementing community-driven research and participatory planning, we can draw lessons
from interventions and programming in the field of human rights. When you are co-creating with
the community, you are following what we call a rights-based approach to sustainable develop-
ment. This has been reflected by the participatory aspect of your work and by your assessment and
incorporation of local context and landscape, including political assets such as policy frameworks
and conflicting national laws. Exhibiting transparency and accountability to your stakeholders is
another aspect you have laid the groundwork for at this stage and must continue to do so by shar-
ing information at each step along the way as you implement and grow. Taking into consideration
and including all possible stakeholders, you have taken measures to build the foundation for a
solution that is nondiscriminatory. Together, all these characteristics and approaches you have
been applying reflect a rights-based solution building process.
Beyond these, one way to ensure that any solution you build will continue to follow a rights-
based approach is to apply the AAAQ checklist. This refers to the criteria of accessibility, avail-
ability, acceptability, and quality.
Accessibility ensures that your target population will be able to reach and consume the product
or service you are creating. One subcomponent of this is affordability. Another is physical acces-
sibility, ensuring that it reaches the last mile. Durability is also included, as it will not be acces-
sible if its usability has expired by the time your target customer needs it. Availability refers to
the provision of the product or service. Acceptability refers to the social and cultural aspects that
may foster or inhibit the uptake of, and benefits from, your product or service. If you have made
it available but have not ensured that it can be accessed in a socially acceptable way, then how can
your end user benefit? Last but not least, quality is a cross-cutting component in any field of work.
For your solution to produce the social impact you are setting out to achieve, it must maintain an
optimal level of quality.
Finding this optimal level can be tricky for the social entrepreneur who is aiming to produce
the most affordable solution. Affordability is often associated with the lowest cost possible, but is
the lowest cost solution always the highest quality? It is often not. Where does one draw the line
and find the right balance between maintaining the lowest possible costs and prices and main-
taining sufficient quality to result in the desired outcome? While affordability is a component of
accessibility, so is durability, which is affected by quality. This is why applying this checklist is
58 ◾ Introduction to Social Entrepreneurship
so important! None of these characteristics alone will build the winning solution. Finding the
solution that provides value after taking into consideration these multiple dimensions—low-cost,
high-quality products that are durable over time—is the key to effectively tackling your social
challenge. Otherwise, you will be asking your end users to invest in a product or service that will
only perpetuate the existing status quo. We will talk more about this in the next chapter, when we
discuss the S-shaped curve and related concepts.
Reflective Practice
Social entrepreneurs have the tendency to charge through the planning process without stopping
for breath. Set aside a time each day for reflective practice on your own and with your starting
team. What have you learned from your community-driven research? What new insights were
gleaned from talking to the different stakeholders? Have any red flags arisen? What have been the
unexpected elements, containing surprise or confusion or even alarm, that need further investiga-
tion? More often than not, your learning path is not a clear-cut one that leads you to a predeter-
mined point. Stopping to fully ingest and digest all the information you access along the way is
crucial in incorporating it into any future solution you may develop.
introduced the steps that a social entrepreneur can take in the process of co-creating a solution
with community members and other stakeholders.
This involves community-driven research, which can take place in the form of workshops,
conferences, round tables, door-to-door surveys, focus groups, and one-on-one interviews with
stakeholders. Stakeholder mapping is a process that helps the social entrepreneur and starting
team to identify key players influencing the success and the characteristics of any solution to be
implemented. Asset mapping is a process that helps identify key sources of knowledge and other
resources that can be leveraged toward creating and implementing the solution. By exchanging
knowledge with community members who have a firsthand experience with the problem at hand,
and experts who have technical knowledge on the problem and potential solutions, the social
entrepreneur thus acts as a facilitator in the process to build local knowledge and capacity toward
creating and implementing a solution.
These steps ensure that the community is mobilized in a participatory planning process so that
all stakeholders can have ownership of the solution and a vested interest in its success.
1. Prepare your stakeholder analysis. You have the choice of simply listing stakeholders and
adding one to two sentences next to each, describing their level of interest and influence; or
summarizing in a two-by-two table as illustrated in Figure 3.3. Note to yourself where you’d
like each stakeholder to be. What can they contribute to your solution?
2. Prepare your asset map. Again, this can be either a simple list of assets that fall within
the eight categories described, or a visual diagram summarizing them as illustrated in
Figure 3.6. Note to yourself any opportunities you’ve identified for different assets to inter-
act with each other and build on one another. How can you leverage these assets to tackle
your challenge?
3. List the sources of information behind the two analyses you’ve produced. Who are the
different people and groups you’ve met with and spoken to? Is there anyone missing? How
can you bring these people and groups together in a visioning workshop or other forum
to exchange knowledge and ideas? Make a list of steps taken, and next steps for yourself.
If and when needed, go back and adjust your stakeholder analysis and asset map as you
proceed.
4. Last but not least, write out your AAAQ checklist. What characteristics and qualities will
any solution you develop have to exhibit in order for it to be acceptable, available, and
acceptable to the community you are working with? What considerations will you need to
make in determining the optimal level of quality needed to produce your desired outcome
while ensuring these attributes?
60 ◾ Introduction to Social Entrepreneurship
CHAPTER SUMMARY
◾◾ The best way to start building a winning solution is by co-creating it with those most
affected by the social challenge.
◾◾ The social entrepreneur serves as connector, bringing together existing resources and
catalyzing an exchange of knowledge to start identifying potential solutions.
◾◾ A community is a social group bringing together individuals sharing one or more
things in common, whether living in the same place or sharing a common culture and
way of living.
◾◾ Community-driven research is characterized by being developed and implemented
with and by the people affected by the social challenge.
◾◾ Conducting a stakeholder analysis and asset mapping exercise will help ensure that
you are including and leveraging key players and resources.
◾◾ Using a rights-based framework means including everyone in the planning stages
without discrimination, demonstrating transparency and accountability to all stake-
holders, taking into account legal and policy frameworks, and ensuring the AAAQ
checklist.
◾◾ Remember, find the local entrepreneurs and build on their work; don’t reinvent the
wheel!
◾◾ These co-creation techniques will help you pave the path toward finding a winning
solution.
* Example: Report on informal SWM sector in Beirut, Lebanon, pp. 75–79 (http://planbleu.org/sites/default/files/pub
lications/gestion_dechets_liban_en.pdf).
† Example: SWacH case study in Pune, India (http://no-burn.org/downloads/ZW%20Pune.pdf).
‡ www.ciudadsaludable.org.
§ 1 sol = US$0.3 at the time of writing.
62 ◾ Introduction to Social Entrepreneurship
per kilogram. That’s three times the revenue! Most importantly, the recyclers have gained dignity,
recognition, and protection in their work.
Other organizations have achieved similar results in different parts of the world, each with
their own business model. In Pune, India, the SWaCH cooperative collects monthly fees directly
from households, with differential pricing depending on the neighborhood, also increasing the
daily income of each recycler by threefold on average.* In Malang, Indonesia, a social enterprise
founded by medical students invites people to bring in their recyclables in exchange for healthcare
insurance rather than cash.† And these are just a few examples; there are many others.‡
What are the business practices that allowed them to attain these achievements? Investing in
equipment allowed them to increase in efficiency and volume. The sorting shelters and scrap shops
built a supply chain to connect the service providers from the source (households) to the recycling
factories. Customer service practices were also implemented: members wore uniforms, ensured
punctuality, and learned to professionalize their appearance and their interaction with clients.
In summary, their profit margins increased because they were able to introduce new components
along the value chain, which enabled them to aggregate their individual production levels.
The driving factor behind this group’s ability to foster success and sustainability was their
community-based approach (see interview with Albina Ruiz, founder and CEO). Starting with the
people affected by this problem, and empowering them to be part of the solution and reap the ben-
efits on multiple fronts, was the core factor for success. This came hand in hand with the involvement
of various stakeholders, from the consumers to the municipality. Finally, building the social enterprise
one step at a time, from community-based research to stakeholder analysis to incorporating available
assets to adding different components and best practices, allowed the group to co-create a sustainable,
viable, and thriving new community-based venture.
Conclusions
The co-creation process is not a start-and-end procedure, but rather an ongoing approach that will
characterize the formulation, development, implementation, and growth of your social venture.
Involving your target audience and other stakeholders from the start, identifying and incorporat-
ing local capacities and other assets, and engaging the community in creating an action and learn-
ing plan are all part of ensuring that your solution is effective, viable, and scalable. Key principles
to adhere to are creating a shared vision, managing expectations, preparing adequately by assess-
ing your capabilities, and understanding your partners and key players. Establishing processes
and building the framework for information sharing will pave the path for the transparency and
accountability that is essential for you to maintain this sense of ownership for your stakeholders.
Continuous communication and immersion are essential. Most importantly, collecting and con-
stantly reflecting on data and information will ensure that you do not miss out on opportunities
to fill the gaps that have been overlooked or simply not linked together in the past. Thus, you will
effectively fulfill your role as the connector. In the next chapter, we will expand on ideas and tools
to help you refine and test the design of your product or service and develop your theory of change
to link this design to the social change you seek.
Waste.pdf.
Chapter 4
Co-creating with the community is not a finite step that’s completed and moved on from. It’s a
continuous way of doing things, and the tools and methods we learned about in Chapter 3 are just
the start. Now that you’ve initiated your community-driven research, stakeholder analysis, asset
mapping, and other key steps, it’s time to zoom in on the design aspect. How can you design your
solution to fulfill all of the attributes you’ve identified in the last chapter?
Now that you have a sense of these basic attributes, it is time to put them all together into a
product, service, or system that will change the way people interact with your social challenge.
You’ve developed an in-depth understanding of your stakeholders, and now the time has come to
decide who your end user will be, how you’re going to build this solution around them and their
needs, and how to ensure that the solution you’re building will indeed tie back to the social chal-
lenge you’re setting out to tackle. Get ready to hack this challenge!
In this chapter, you’ll learn about innovation and design tools and methods used by leading
organizations, from nonprofits to Fortune 500 companies, working to develop cutting-edge prod-
ucts and services. When most people think of the word design, they think of the fine arts, graphic
design, or the fields of architecture, urban design, or interior design. Many people do not know
that organizations working on sustainable development have “designers” in them. These people
work to design a wide range of programs and products from poverty alleviation interventions to
consumer products with environmental solutions.
This chapter will be divided into three key areas. The first will focus on design and innova-
tion, sharing tools and techniques to generate ideas based on the information you gathered in your
research phases. The second introduces the theory of change, a crucial planning tool that helps
ensure that you effectively design your venture around the challenge and end user you’ve identi-
fied, test your assumptions, and communicate clearly the connection between your solution and
the problem. The third walks through a case study of design for affordability, quality, and scale,
providing an example of a social entrepreneur who developed a venture that effectively tackles a
social challenge and is innovative, scalable, and financially sustainable.
63
64 ◾ Introduction to Social Entrepreneurship
Levels of Innovation
At this stage, you are focused mostly on formulating the solution in terms of how you are going to
come up with the actual product, service, system, or process that you will use to change the social
challenge. But it’s important to point out that this is only one level of innovation! Innovation is not
a step, or something that happens during only one stage of the process. Innovation means finding
new ways of doing things, and this is something a social entrepreneur applies each and every step
of the way! Right now, we’ll talk more about innovation in designing your solution, and in future
chapters, we’ll talk about innovation in building your business model, building your operations,
building your distribution systems, and many other aspects which will help you create the largest
social impact possible (Table 4.1).
Product or The product or service itself contains elements that have not been applied
service to this social challenge before and that increase the effectiveness by which
this product meets the challenge.
• Examples are designs that make a product more affordable, more
durable, more tailored to the target audience, or more effective in
producing the desired change.
Business The enterprise has created financial viability through a business model that
model has yet to be employed in addressing this challenge, mobilizing resources
that have not yet been leveraged.
• Examples are creating multiple resources streams, differential pricing,
combining different funding sources or vehicles, identifying new
untapped resources.
Distribution The product, service, or system penetrates the target market through
(external) distribution channels that have yet to be achieved and that allow the
product to reach the most underserved.
• Examples are supply chain innovations; creating a market of providers,
transporters, manufacturers, retailers; creating social impact through
their provision, not just the customers.
Operations The social venture employs processes that allow it to deliver the highest
(internal) social impact possible at the lowest cost, in a way that will allow it to scale.
• Examples are setting up internal systems and processes to increase
efficiencies, setting up innovative monitoring and evaluation systems,
and creating effective feedback loops.
Designing Your Solution ◾ 65
Tangible progress does not always mean success—it also means failures and lessons learned.
It means you tried something, worked toward something, and put everything you have into mak-
ing it succeed. You need to share those stories too, as they will help others build on your trials.
Expect to fail; it is part of the process, and remember, each and every failure is one step closer to
success.
Identify
need
Specify
context
of use
Product
design
solutions
Figure 4.1 User centered-design. This is an example of how user-centered design is applied
across sectors—believe it or not, the source of this diagram is a government website dedicated
to improving user experience with government, like understanding and accessing healthcare in
America! (From http://www.usability.gov/what-and-why/user-centered-design.html.)
Leaders in the field of social entrepreneurship, public heath, and other population-based fields
often debate the issue of individual stories and anecdotes versus population data. While individual
stories are powerful in conveying the human experience, population scientists, funders, and other
players often voice the concern that individual stories do not provide a complete picture and some-
times can be biased. This is why so much effort and resources are put into gathering representative
data at the population level.
However, when used collectively, stories from the field can also be a powerful tool for you to
use in designing your intervention. If you have taken all steps necessary to ensure that all segments
of the population you are working with have been represented, then their joint voices can paint a
picture for you of the landscape you are operating in. Your collective experience forms the basis of
your user-driven solution.
One note of caution to consider is that giving different people equal opportunity to share
their stories does not necessarily mean they will equally execute on that opportunity. Social and
cultural divides and dynamics may inhibit some individuals and groups—whether due to gender,
age, social strata, and other complex factors—from voicing their experiences in the same way that
others might. You will be more likely to gain a sense of these dynamics and variations by working
with members of the community who represent these different subpopulations and who can help
you not only extract but also interpret and weight the different stories.
You can even assign different degrees of uncertainty to each population segment, to carry
forward in developing your product or service, and to test at every opportunity. By maintaining
this awareness of the nuances in the community you are serving, you can increase your likelihood
of ensuring that your product or service will sufficiently penetrate existing gaps to fill the needs
of your end users.
Designing Your Solution ◾ 67
Full Immersion
Generating ideas, models, and solutions is not something you can do most optimally or effec-
tively while sitting at your desk at home or in a university or office building. Identifying oppor-
tunities requires a blend of group dynamics and reflective practice, as we discussed in the last
chapter. Immerse yourself and your collaborators in the middle of the social challenge you are
tackling! If it is improving healthcare, you need to spend time on the frontline of healthcare
delivery, working to provide access to your target population and experiencing firsthand the
barriers to access, quality, and reach. If it is improving education, you need to be engaged in a
learning institution or other organization working to increase access and quality of education.
This could be as simple as being a tutoring volunteer. The important thing is you need to be right
in the middle of the situation you are trying to improve, not observing it from the outside and
designing potential solutions there.
Blended Perspectives
Try to include various perspectives such as those who have been working on this topic for a long
time versus those who are fresh to the topic. This latter point may surprise you, but it is often those
who approach a challenge with a fresh new perspective who are the most able to question existing
assumptions. It may be daunting to find the right balance between working with experts and chal-
lenging existing ways of doing things—at the end of the day, your key out of that conundrum is
realizing that the number 1 expert is your end user, and the only way you will learn whether a new
way of doing things might work is to first think outside the box and then test it out with the user.
based on stakeholders’ feedback. Prototyping means developing “practice runs” of the initial ver-
sions of your solution that you can test and iterate until you hit the home run.
Brainstorming Rules
This type of brainstorming and questioning will keep happening at various stages down the road,
not just during the design stage. So get comfortable with chaos! When brainstorming, there is no
need to determine whether an idea holds promise, is feasible, or might work. It is simply a way of
reaching into your own brain and seeing what you can find. Simple ways of brainstorming include
sitting around a blackboard, flipchart, or piece of paper and sharing ideas. Group energy allows
you to build on others’ ideas or propose the complete opposite of others’ ideas or to generate mul-
tiple ideas of your own! It is important to create a safe space: do not criticize or discuss the differ-
ent ideas, simply note them and return to them later. No idea is too big or too small—encourage
everyone to contribute thoughts, which may at first seem random but more likely than not will
lead to others—this is how you explore different parts of your brain that have been awakened by
the co-creation process in this whole time.
Check out the brainstorming rules posted on the wall at the Hippocampus Learning Centers
in Bangalore, India, which we’ll read more about in the case study at the end of this chapter
(Figure 4.2).
Figure 4.2 “Idea killers” to avoid—posted on the wall of HLC’s headquarters (see case).
(Poster from the book: Creativity in Business by Igor Byttebier and Ramon Vullings. Free down-
load available at http://www.ideakillers.net.)
inch forward, one step at a time. By iterating back and forth and combining these approaches,
you’ll be able to leverage the power of deep reflection and build on it with the power of group
dynamics.
The surest way to make progress that is long lasting is to inch forward, one step at a time.
When it feels like nothing is working and you have run out of ideas, try a few fun exercises:
◾◾ Reframe: Change the way you’re framing the challenge. Are you imposing restrictions on
yourself by surrounding your topic with a set of predetermined assumptions? Are you associ-
ating certain features of your checklist with qualities that they may not necessarily be associ-
ated with? What would you create if this feature was not an issue? If you’re getting stuck,
try that first and then see what new ideas might come up along the way. You can always go
back and adapt later, this is just a way to temporarily remove different restrictions that could
be blocking different ideas!
◾◾ Reposition: To help get a new perspective, try looking at it from a different angle—literally,
try changing your mental and physical positioning. Maybe you need to step back at this
point and see the forest from the trees or, vice versa, zoom in on one particular aspect and
see it up close in a way that you never have before. Have you experienced the challenge from
different perspectives? Try shadowing people who might be interacting with it in a way that
you haven’t yet considered. Try asking others to propose solutions to you, and you can test
them out! Being on the receiving end puts you in a completely different position and that
might give you a whole set of fresh ideas.
◾◾ Ask yourself what you could possibly do to make it worse: this is another way of looking
at things from a different point of view. Can you invent a way to make this social outcome
go in the opposite direction from where you’re trying to get it? What would it take? Many
creative teams in innovative organizations conduct a “premortem” on a challenge: rather
than asking what success would look like, they ask what it would look like to not deliver
this solution. Identifying the trigger points that will take the social outcome the wrong way
might help give you ideas on how you could do things differently and reverse those trigger
points.
◾◾ Break it down into smaller mini-challenges: It might help to break down the challenge
into multiple aspects, rather than tackle it as one giant intangible topic. What are the dif-
ferent aspects that have emerged as opportunities for improvement during the co-creation
process? How might you tackle each aspect separately, before putting them back together
again? This might help you get a fresh insight into multiple opportunities, which you can
then combine into one product or service. Thinking about it in a different way, examining
different parts of the problem can help plant seeds of ideas, which will lead you to the solu-
tion you’re looking for. Don’t forget, it might be completely different from what you start
out to create!
Don’t rush the design phase. After all, you’re creating the solution here that you’ll spend the
remainder of your venture building systems around. You’ll keep innovating right through the
business model, delivery model, organizational aspects, and growth. But before you start, make
sure you’re not rushing into things until your solution is ready. Focus on creating the best pos-
sible product or service for your end user. Most of the time, it will be something painfully simple.
Once you’ve conceived it, you might not even be able to wrap your head around the fact that this
is something that didn’t exist before you started!
Give yourself as much time as needed for this stage. If you don’t feel satisfied with what you’ve
come up with yet, check out the resources in Boxes 4.1 and 4.2 to explore further possibilities,
thought questions, and design methods to push your creative boundaries even further than you
thought possible.
Designing Your Solution ◾ 71
www.designkit.org
plusacumen.org/courses/hcd-for-social-innovation
itunes.apple.com/us/course/creative-listening-with-ideo/id886724883
https://hbr.org/2013/11/three-creativity-challenges-from-ideos-leaders
www.ted.com/talks/david_kelley_how_to_build_your_creative_confidence
Prototyping
Think of prototyping as a step that allows you to communicate your idea in a more tangible way
in order to test the concept and gather feedback. It’s also an exercise for you to develop your ideas
further by solidifying them into something concrete—whether a physical object to serve as a
model for your product or a diagram to chart out your service or system. Rapid prototyping is a
useful tool to help you use existing resources and information to put together a sample model of
your solution. Rapid prototyping is an iterative way of generating multiple sequential models, each
incrementally building on and improving the previous.* Try rapid prototyping with your team
and see what ideas you generate (or discard)!
Even if your solution is a process or system rather than an object, you can still prototype it
using the same concepts and methodologies. Let’s use the example of a new framework for a hos-
pital waiting room to better triage patients and reduce waiting times in emergency settings. You
can start prototyping it by writing out the framework, hanging it on the wall, and going through a
series of tests whereby various stakeholders are asked to go through the procedure as if they are in
a waiting room and give you feedback. Ask your testers not only about their use of your model but
also about the supply chain on either end: what transportation did they use to get here, how long
did it take, did they have to leave their work, how much are they willing to pay for this service,
would they come back for a follow-up, what concerns do they have about the clinical staff they are
interacting with, what information do they wish you would provide them with before, during, and
after the emergency room experience?
Test your model with both prospective patients and prospective service providers, such as in
this case, clinical and administrative staff. Give them multiple options to test out, in order to cre-
ate the opportunity for comparing and contrasting. Think of it like administering a survey—you
want to benefit from answers given by both open-ended and multiple-choice questions.
* A fun example on the use of rapid prototyping from the commercial sector is the following TED-ed talk (thanks
to Catlin Powers for suggesting this): http://ed.ted.com/lessons/rapid-prototyping-google-glass-tom-chi.
Designing Your Solution ◾ 73
Prototyping your model is a useful exercise after you have undergone community-driven
research and collected a variety of ideas for your solution: obviously, you’ll need to test more than
one idea! Brainstorm with your team about the various options, and don’t build your solution
based only on ideas on paper. Create models and test them out, and most likely your solution will
integrate components from multiple ideas and prototypes that you’ve tested.
Testing
Test, Test, Test! Test It ‘til You Break It
Testing your prototypes with your end users in a cyclical fashion (model it, test it, and model it
again) through an iterative process is how you will get from challenge to idea to solution. “Tried
and tested” is the only way your product or service will work in the real world. This is referred to
as establishing proof of concept.
Multiple stages of testing include (1) gathering feedback on your experimental prototypes,
(2) developing multiple versions and testing them as you get closer and closer to your end product,
and (3) pilot testing your end product before attempting to build an organization around it and scale
it. Gathering feedback on your experimental prototypes is part of the iterative process of selecting
and developing your winning ideas by testing them out on your end users! Prototypes are representa-
tions of your idea that are not completely developed. As you collect initial feedback, you will start
generating the first version of the fully developed product or service, such that you could potentially
introduce it to the market. Even then, you will want to go back and collect feedback on the fully
developed version, which will likely result in a second, third, or multiple versions (Figure 4.3).
A pilot can be one small cluster of end users (such as one school, one hospital, or one village,
depending on your venture) or a small number of clusters.
Spin out
the winning
model!
Model it
Build
better
model Test it
Test it Model it
again! again
* http://d-rev.org/.
† http://d-rev.org/projects/newborn-health/.
Designing Your Solution ◾ 75
UM: To start with, the educational curriculum is nothing superior to what traditional
NGOs are already using; it’s just been simplified and designed in a way so that it can
be standardized and scaled. The management is also streamlined. A core factor that
drives results for us is that the teacher is the boss of the classroom. We don’t want to
impose an external interaction.
TC: What are some other design elements that you had to test before scaling?
UM: Curriculum length, monitoring and evaluation frequency, and the rate of growth and
expansion. We had to ask ourselves, what is the lowest cost that can deliver quality?
This is a dollar-a-day situation here; families in these villages earn, on average, $100 per
month and have more than one child. We assessed price over time and went up from
charging $2 per month to more than three, which was an 80% increase and the kids
didn’t drop out. The government provides free daycare for 1–6 year olds with milk and
lunch, but villages are still asking for our preschools.
TC: What external factors did you need to take into consideration in designing for scale?
UM: The main external factor we realized early on is that we’ll never reach our end goal
through our work alone. We partner with as many stakeholders as possible: govern-
ment, NGOs, many schools, libraries, and teachers. We provide our curriculum to
other organizations to apply in other states. If you want to reach 150 million children,
you can’t work alone.
1. Go to where the action is, talk to the people living with this challenge, listen to them
and learn everything there is to know about the specific context
2. If you come up with a solution to a problem, there is no reason to be modest
Be ambitious!
3. Think like a child (to find the obvious solutions)
4. See and do the obvious (immerse yourself in the problem)
5. If somebody already invented it, you don’t have to
* Warwick, M., & Pollack, P. (2013). The Business Solution to Poverty. Berrett-Koehler Publishers.
Beyond Design
Design is only one aspect of innovation, and innovation is only one aspect of social entrepreneur-
ship. When developing your solution, it is critical to stay focused on the core challenge you are
tackling and the community you are co-creating it with. You will cycle back to various stages
of innovation and design as you begin to grow and implement your solution, but the challenge
and community will remain at its core. A few rules to keep in mind were well summarized by
Paul Pollack, the founder of International Development Enterprises, which creates income and
livelihood opportunities for poor rural households by designing and delivering technologies for
improved agriculture, sanitation, and hygiene.* In his two books Out of Poverty and The Business
Solution to Poverty with Mel Warwick, Pollack presents a commonly understood framework syn-
thesizing best practices from his own experience, which reflect and mirror also a multitude of
success stories from development ventures worldwide (Boxes 4.3 and 4.4).
These common principles emphasize extreme affordability, but it is important to remember
that this only pertains to the extent that it fulfills your central mission. Sometimes, the lowest-cost
* http://www.ideorg.org/.
Designing Your Solution ◾ 77
Income today
Income tomorrow
option is not that which will allow your customers to escape poverty. This was pointed out by Dr.
Catlin Powers, cofounder of One Earth Designs. “Why would I ever buy a lead shoe?” she was
asked by one of her field testers, pointing to the fact that a lead shoe may be more affordable than a
lightweight shoe but would defeat the purpose of increasing mobility, the driving mission behind
making shoes! One Earth Designs manufactures and distributes solar-powered cook stoves, origi-
nally designed for nomadic communities.* If the cook stove is designed for extreme affordability
but is not lightweight and is not durable, then the social enterprise would be defeating its purpose.
This points to a new definition of affordability, incorporating not only the dollar cost of the prod-
uct but also the opportunity cost of failing to deliver on your mission.
This is elaborated in the S-shaped curve of poverty as taught by Professors Banerjee and Duflo
at MIT’s Poverty Action Lab (Figure 4.4).† The S-shaped curve represents the observations that
living in extreme poverty lends itself to behavioral economics that propagate poverty, thus creating
a poverty trap. Buying the cheapest product (in this hypothetical anecdote a pair of lead shoes)
rather than the most effective or most durable product is one way in which household poverty is
often perpetuated, since the purchase will have to be made over and over again. This underscores
the importance of studying your social challenge and learning everything there is to know about
your community, their lifestyle, and the way they make their decisions. It also emphasizes the
need to be able to frame the design of your product within a theory of change that connects it to
the challenge you are tackling and the impact you aim to create for your end users, specifying the
assumptions underlying each step along the way.
Design is only one aspect of innovation, and innovation is only one aspect of social
entrepreneurship.
* www.onearthdesigns.org.
† Banerjee, A., & Duflo, E. (2012). Poor Economics: A Radical Rethinking of the Way to Fight Global Poverty. Public
Affairs.
78 ◾ Introduction to Social Entrepreneurship
get her child to the appointment, and (d) she is open to responding and wants to vaccinate her
child. A simple yet very important assumption is that mothers want to vaccinate their children.
Vaccination has been debated in many societies and there may be multiple social and cultural fac-
tors to consider along with the science.
Next, how will you reach your target audience? What is your entry point? Since you have spent
time on community-driven research and participatory planning, you will have a better idea of the
context in which you’re going to operate and you’ll have already refined your assumptions regard-
ing your entry point to reach the target audience. It could be an existing supply chain. It could
be partnering with an existing organization. Going back to previous examples, if your goal is to
introduce a new medical device which will lower infant mortality, options for your entry point
might include local clinics, physicians’ associations, nurses associations, hospital managers, or the
ministry of health. These are all very different entry points, and your choice will differ depending
on the setting you are working in. For the vaccination text message reminders example, such an
intervention would work best building on an existing healthcare provider with records for all its
patients. Mobile numbers could be collected from or added to each patient’s record, and an auto-
mated system could be set up in collaboration with an existing telecom provider.
Now, to get from here to your goal, what steps are needed? Once you achieve your entry point,
how does your solution work? Walk yourself through each node of change. Note down the pos-
sible outcomes at each node. What needs to happen for your solution to work? This will lay the
foundation for your future business plan, which will require you to think about what you will do
if things don’t go according to plan. It is impossible to emphasize enough the importance of flesh-
ing out your assumptions at each junction, so that you can continue to collect data to back these
up and assess to what degree they will hold and be prepared with a contingency plan for what you
will do if and when they don’t.
Finally, what is/are the measurable changes(s) your social venture will produce? Identifying the
measurable outcomes you will be looking out for to assess your success is critical. The challenges
you’re facing are sticky stuff; otherwise, someone else would have solved them a long time ago! So
arm yourself with these data tools to amplify your chances of success. You’ve already identified the
long-term change you see as your goal, but what intermediary changes do you need to create in
order to get there? How will you know if you’re making progress or need to step back and reassess
what you’re doing? Sticking to the text message reminders example, if your goal is to reduce child
mortality before the age of five, the measurable effects you’ll directly produce from your inter-
vention are that more mothers will bring in their children for vaccination, the number of missed
vaccination appointments will be reduced, and the number of children vaccinated will increase.
by definition, that you are exercising some form of incremental innovation. Tackling challenges
most likely brought about by market failures means, by definition, that what you are doing is dis-
ruptive. So, by definition, you are doing both! And you will hack this challenge to death.
So don’t be afraid to proceed one step at a time. You can still be disruptive and ambitious
and make a phenomenal change, taking what others have done before you and building on their
results. Whether positive or negative, i.e., whether building on what has worked or what hasn’t,
you are maximizing your chances of success if your solution is based on evidence.
That’s not to say you shouldn’t pursue bold ideas if you have come up with something entirely
new—go for it! This is just to say that whatever you do, test it first, pilot it first, and make sure it
really works in the way you want it to. The stakes are high. Whatever you do will affect others.
And often, there are unintended consequences that can be either positive or negative. So proceed
with care, and don’t play God.
Remember the importance of building on what others have done before—learn from those
who have attempted to solve this problem before you—dig up the evidence collected about your
key assumptions. This is where the research you’ve been so arduously conducting will come in
handy! The only way we can go farther than those who came before us is to “stand on the shoulders
of giants,” as the famous saying goes. This means that in the majority of cases, rather than rein-
venting the wheel, social entrepreneurs will build on the incremental progress achieved by those
before them and push that progress further by using all the knowledge they gained.
1. Sketch out your product or service. What is it? How will it work?
2. Test it out with potential end users. Who is your audience? What is their feedback? How did
you incorporate it?
3. Fill in your theory of change table, listing the underlying assumptions beneath each step. Has
your research and testing validated each assumption? What else might you need to do to prove
this will work?
4. Last challenge: summarize your solution in an “if–then” sentence!
CHAPTER SUMMARY
◾◾ Starting with the checklist of attributes we created in the last chapter, this chapter is
all about making them come to life.
◾◾ Working with your end users and bringing in new skills needed to your design team,
you’ll need to experiment with potential ideas and go through multiple iterations of
trial and error.
◾◾ The most important thing to keep in mind is that by definition, in trying out different
things to see what works, you’ll need to fail. Failing on purpose is how we learn and
discover new solutions!
◾◾ Start by brainstorming potential ideas, avoiding idea killers, and considering all
options with your team and your end users.
◾◾ Then, prototype a number of potential winners, testing them out with your stakehold-
ers to get feedback.
◾◾ One of the first steps in testing your solution is putting it through the theory of change
test. List out all your assumptions and validate them. Can this product or service actu-
ally bring about the changes you’re aiming to create?
◾◾ Before you launch forward with building an entire venture around this potential solu-
tion, you’ll need to organize one or more pilot tests. We’ll add the components needed
to test this out more fully in the coming chapters, such as impact metrics and business
plan components.
◾◾ Most importantly, make it fun. The design phase is one of the most creative stages in
social entrepreneurship. Explore different options and push yourself beyond conven-
tional boundaries … who knows what you might find!
Current projects include a high-performance knee joint for amputees in the developing
world and jaundice treatment devices for newborns.
Goal: Close the quality healthcare gap for under-served populations.
How it works: It is rarely viable for for-profit companies to design and develop products
for the 4 billion people living in under-served populations. D-Rev closes this gap by subsi-
dizing research and development and working with a global network of partners to design
disruptive and profoundly affordable products aimed to improve health. Their products are
world-class, market driven, and user obsessed. By relying on grants and private-sector con-
tributions (such as from the Bill and Melinda Gates Foundation), they own the research,
design, and development stages and then partner with industry leaders to manufacture and
scale the product for maximum impact.
only local women who may lack formal training and experience but have a vested interest
in the success of the community’s children. They personally train each teacher in the skills
required and provide basic, standardized packages containing all necessary educational
materials to teach the children.
* http://hlc.hippocampus.in/hlc/about/our-vision/.
Designing Your Solution ◾ 85
develop and update the curriculum, branding, marketing, monitoring, and assessment. This cost
can be covered by increasing the number of centers, so that their small profit margins will add up
to surpass the running costs of the central headquarters. Thus, in designing the organization, it
was essential to ensure that the size of the central headquarters would not need to greatly increase
over time in proportion to the number of learning centers. This could be accomplished through a
combination of factors.
One is decentralization and automation of monitoring and assessment. It would be too costly
to send staff members from headquarters to monitor the performance of each center in the rural
areas. Instead, field coordinators are recruited and trained to serve this role. Each field coordina-
tor monitors a cluster of centers within a defined geographic area, allowing her or him to conduct
daily site visits to centers within the cluster, ensuring that each center is visited once per week for
two to three hours. Automation of the data collection was also developed by equipping each center
with a low-cost tablet, allowing for a more streamlined approach to the recording, collection, and
analysis of performance indicators recorded during the field officers’ site visits.
Additionally, many centers operated both as an early learning center in the mornings, hosting
children aged under six, and operated a remedial English program in the afternoons, hosting chil-
dren over the age of six who had gone on to enroll in the formal school system. For the remedial
English program, HLC’s team researched existing reading programs from all over the world and
created their own reading program, which simplified elementary-grade English into six levels (as
compared with over 20 levels in other programs from around the world). They ordered low-cost
booklets coded by color to reflect the levels. They called the program “Grow by Reading,” where the
first two words represent the six levels of advancement: green, red, orange, white, blue, and yellow.
Thus, the system was simplified and made easy to understand by teachers, children, and parents.
Another design factor was the development of a package of physical resources for each center.
In order to ensure standardization across centers, a basic package of educational materials (books,
chalk, toys, seating mats, etc.) was created to supply and equip each teacher with the core range of
essential teaching materials. Thus, each time a new center is opened, the characteristics and costs
are known in advance, and the procurement of supplies takes place according to a preset system.
Beyond design, in growing the organization, an essential ingredient to smooth expansion was
the development of robust systems that could withstand the strain of rapid scale. It was calculated
that in order to become financially sustainable as an organization, HLC needed to scale to 600–
700 centers. How could the team maintain quality of performance at each center and manage the
exponential increase in workload at the central headquarters? The former was ensured through
decentralization and automation of monitoring and assessment. The latter required a clarification
of processes and simplification of roles, in order to streamline operations.
That is to say, during the start-up phase of any organization, a large number of roles are played
by a small number of people. The founding team is responsible for building the content, recruit-
ing, assessing, marketing, accounting, and keeping up with growth. As the organization scales,
these roles are simplified. Rather than having one person responsible for the teacher recruitment
and student recruitment required to open each center, the mature organization will have a recruit-
ment officer specialized in recruiting new teachers and a marketing officer specialized in recruit-
ing new students. Similarly, during the start-up phase of an organization, many procedures and
decisions are taken in an ad hoc fashion, on the spot, depending on each scenario and on a case-
by-case basis as the team develops their approach. As the organization scales, these processes and
procedures are evaluated and put into a system.
HLC was initially piloted with 17 centers. This is highly unusual in traditional development
fields, where one center may be a more common initial pilot. The founder of HLC, Umesh Malhotra,
86 ◾ Introduction to Social Entrepreneurship
insisted on designing it for scale from the start. He wanted to “test it until it broke.” From the initial
17 centers in the first year, he grew the organization to include 78 in the second year, until things
started to go wrong and teachers started dropping out. His test question was “How would I need to
run this in order for everything to go wrong?” And then he fixed it so that these things would not
go wrong again when the organization grew. His goal was to design it for scale because his end users
were the millions of children without access to affordable quality education.
Education and healthcare in high-poverty populations have always been a challenge in terms of
delivering affordable services at high quality using a sustainable model—the international devel-
opment and philanthropy world has been debating for decades whether it’s possible to deliver edu-
cation in high-poverty populations using a self-sustaining financial model. Just as we’ll see many
examples in healthcare that have proven that it is in fact possible, HLC serves to demonstrate with
their data and results the real possibility of delivering education using a for-profit model. What are
the characteristics that allowed them to achieve what no other education organization targeting
low-income children has ever achieved before?
The key to their success was not only the business case. It was that they built a system of prod-
ucts and services using innovative methods and designed for scale, envisioning a target from the
start that reaches thousands if not millions of end users and piloting a system with the vision to
grow it to that scale. This has involved a simplification and standardization of the core educational
materials and concepts and of the management of the learning centers themselves. It has involved
a decentralization of the monitoring and assessment process using an efficient checklist system,
which is now also being automated using low-cost tablets at each center, to further streamline
the quality assurance process. Finally, it has involved building systems for scale. This includes
simplifying roles as the organization grows, where at the start-up phase one person is responsible
for carrying out various roles and making various decisions as the founding team develops their
approach; and as the organization grows they evolve into a more specialized division of labor.
This allows them to reach large volumes with each person in charge of one specialized part of
the process: marketing, recruitment, content development, product development, delivery, and
evaluation. At the time of writing, the HLC team is undergoing a process mapping phase whereby
each step taken within this operation is evaluated to assess how that step can best fit into a system
that’s streamlined and efficient and can function as a well-oiled machine, all the while keeping
in consideration how to conserve the organizational culture and hold on to the mission as the
organization grows.
Chapter 5
Market Strategy
87
88 ◾ Introduction to Social Entrepreneurship
Vision
Your vision is a description of how things could be different from the way they are today. Describe
the world that you would see if you were able to completely transform your social challenge! All
your work, everything you have done up until now and everything you will do from this point
onward, is driven by your vision. It can sometimes be daunting to put it into words! Keep it
simple—sometimes, the most effective vision statements are simply a counterfactual description
of the world as it is today—a statement saying what it would be like if your social challenge was
knocked out of the ball park. For example, your vision could sound something like this: “A world
in which every child has the opportunity to fulfill their love of learning.”*
Your vision should be aspirational. It is what drives you, and you want it to drive others to join
forces with you. Many people might have similar visions, each working in their own way to help
that vision come true. Clarifying your vision will help you find like-minded people whom you can
work with to collectively achieve larger progress toward that vision than you would alone.
A world without poverty is a vision that many organizations work toward, each with its own
different mission (increasing the earning power of farmers in Kenya, increasing access to capital
for immigrants in the inner city in New York, and educating female heads of households in the
slums of Egypt are three separate missions that all work toward this same vision).
Mission
Your mission is the assignment you have tasked upon yourself. How are you going to make this
vision possible? The mission is the path you are taking to reach your vision. By developing your
products and services using user-driven design, testing them out and fleshing out your theory of
change, you’ve already taken the first steps toward charting that path.
For example, if your vision is a world in which every child has the opportunity to fulfill their
love of learning, then how are you going to work toward that vision? The mission statement needs
to be more specific and tangible than the driving vision. There are many potential ways of fulfill-
ing your vision: the mission specifies the what, who, and how of your work.
A strong mission statement will capture your desired outcome and target population, and what
it is that you do. It is your organization’s introductory statement to the world! Just like when a
friend or colleague introduces you at a reception, “Ms. X does _____,” your mission statement is
how you introduce your organization, “We do ____.”
A common rule of thumb for the mission statement is the 4Ms: memorable, manageable,
measurable, and motivational. Another common rule of thumb is keep it short. You don’t neces-
sarily need to go into too much detail about “how” you will do it, but be extremely clear about
“what” you are doing: “Save kids’ lives in Uganda. Rehabilitate coral reefs in the Western Pacific.
Prevent maternal–child transmission of HIV in Africa. Get Zambian farmers out of poverty” are
all hypothetical examples of mission statements that are less than eight words.† Don’t panic if you
need more than eight words of course; these are just a few very concise examples—the important
thing is that you keep it clear and concrete, filtering down to the core of what you do.
* This is a real-life vision statement that was drafted as part of a business planning process with Ana Aqra
Association and Alfanar venture philanthropy (http://ana-agra.org/).
† Quoted from http://www.ssireview.org/blog/entry/the_eight_word_mission_statement.
Market Strategy ◾ 89
Vision
Theory
Values of Mission
change
Value
proposition
Values
While the mission and vision of your venture refer to the social outcomes you’re working toward,
values refer to the characteristics and processes your work will adhere to. Thinking about these
with your team is key to building your market strategy, and your venture moving forward, in
accordance with your values. You’ll need to refer back to these at multiple points down the line
when making decisions that could result in potential trade-offs.
What values does your organization follow? Examples of common values are transparency,
equality, integrity, empathy, quality, safety, and innovation. Others are teamwork, respect, part-
nerships, patient centeredness, student centeredness, and client focused. Some organizations use
nouns; others use phrases or expressions, and yet others use sentences. Your organization’s values
will inform the decisions and prioritizations you make and the behavior of your team.
Social entrepreneurs serve as leaders in embodying the values of their organization and inspiring
everyone in their organization to internalize these values and demonstrate them in all actions. In
HLC’s case, the organization’s mission, vision, and values extended to anyone who was part of the sup-
ply chain; not only the teachers at the field sites and managers at the headquarters but also the cleaning
team who were hired to maintain the centers, the parents who dropped their children off at the door,
anyone who had any interaction with the centers, were encouraged to embody its goals and values.
The reason it’s important to spend a lot of time thinking about mission, vision, and values at
this point—and continuously in the future as you chart your path—is that together with your
theory of change and value proposition they form the compass for your social venture. Your deci-
sions will be made based on how you will affect people’s lives. Your vision is the underlying force
that led to your creation of this solution. And your theory of change was built around that and
gave birth to the mission, values, and value proposition of your social venture (Figure 5.1).
make their lives better? Quite literally, what value are you proposing? Why should people give you
their attention, time, and money?
Your value proposition is the added value you’re contributing to peoples’ lives. It is important
to be able to clearly and concisely describe what your product and service are, who your end user
is, and how you are making their lives better. This is because you are going to be building the
components of your social market strategy around this value that you are trying to create. This is
how you will take your solution to market!
As part of articulating your value proposition, make sure you’ve captured your unique selling
point (USP). What makes your product or service better than the alternatives? What are you offer-
ing that no one has offered before, or how is what you are offering better? Is it more affordable, is
it more effective, is it more user-friendly, is it all of the above? Is it simply the first of its kind, with
data demonstrating the demand? Your USP will explain why your end users should turn to you,
rather than the best possible alternative out there.
The main advantage you have compared with others who have tried to build social solutions in
the past is that you’ve built it with your end user. By now, you know that people will likely not be
interested if you just come up to them and try to introduce a product or service by informing them
that this will make them healthier, more productive, or replenish their environmental resources for
the future. The thing about social outcomes is that they are long-term concepts. People are focused
on their immediate needs and their lives in this moment.
This is why articulating your value proposition is very different from articulating your
vision and mission. Stay focused on the product or service itself. How is it making people’s
lives better right now? We help children perform well in school by providing top-of-the-line
preschool at prices parents can afford. We help you save time and money and come home with
a healthy meal for your family. We help mothers deliver safely by providing low-cost, high-
quality care.
Co-creation
Product
Customer
Collaborators
Place
Promotion
Value
Proposition
Competitors Cost
Positioning Price
Figure 5.2 Multidimensional market: the 5Cs and 5Ps of social entrepreneurship.
Market Strategy ◾ 91
Ask your end users and testers to put it into words themselves, as a continuation of your co-
creation and user-driven design! Then you can communicate it to others and build your social
market strategy around it (Figure 5.2).
and the place were the focus of the past three chapters. Now, we’re going to start thinking about
the cost and price aspects. Then we can go into more depth about positioning, promotion, com-
petitors, and collaborators. Going through these different dimensions one at a time and then
putting them all together will help you determine whether and how your solution will be feasible.
This is all a continuation of the testing process you started in the last chapter—prototype, test,
iterate, until you find the combination that works. Don’t forget, innovation happens at multiple
levels; it’s not just the product that needs to work, but also the price, the distribution channels, all
the nuts and bolts of your solution. So let’s test and iterate each component until we can get that
solution to market!
Co-Creation
That’s right, co-creating with the community was the first step you took in developing your social
market plan! This is because it made sure that your product or service is user driven (Figure 5.3).
Marketing gurus often talk about using a “push” versus “pull” strategy, i.e., aggressively or pre-
emptively entering a market versus responding to cues from customers. Co-creating with the
community was your first step in the “pull” process. Both are needed, and we will talk about some
“push” strategies further in the chapter.
Product
The product or service you co-created through user-driven design is the core of the marketing
strategy. What are the key attributes of your product or service that will make your customers’
lives better? What is your core offering? This will define your branding, which we’ll talk about a
little bit later. It will also inform how you want to position yourself in the market. Your identity
as a social venture and the image you want to project are based on the solution you are offering.
Customer
We talked about population segments in Chapters 2 and 3. Who is your core customer? You
may be offering your product or service to more than one population segment, but you need to
be clear on this when developing your marketing strategy. In the most simple and basic of cases,
a social venture will target one core customer: expecting mothers in remote rural settings with
lack of access to health information, young children in villages in India, nomadic tribes in the
Himalayan plateau, overworked underpaid mothers in US cities with lack of access to healthy
Product/ Value
Service Proposition
Market
End User Strategy
foods (see interview box). It’s important to understand both the characteristics that tie your cus-
tomers together and any variations and heterogeneity that will result in diversities of behaviors and
preferences. In other cases, you might have a huge amount of customer segmentation, in which
case you’ll have to tailor your messaging—and the options that are offered with your solution—
around multiple core groups.
Try to put numbers on this dimension of your social market strategy—how many end users are
you aiming to reach? How much will it cost to reach them? How will you retain them? Intentions
are not enough to grow your customer base. People will try your product once out of curiosity
or because it has been co-created in a way to maximize social impact. But they will only become
repeat customers if it makes their life easier and if it makes them happier.
Place
Where are you going to offer your product or service? Tell us more about the part of the world
you’re working in, and what the unique features of this context are. What kind of market is it? Are
you working in a dense urban setting, a remote rural setting, or something in between? What is
the infrastructure like, and what are the distribution channels like? Is your social venture mobile,
or is it stationary? Are you opening a new distribution channel (store, website, clinic, school) or
piggybacking on existing channels? In either case, are you asking your customers to come directly
to you, or are you making your product/service accessible to them vis-à-vis a place or activity
they’re already passing through? Your place of distribution is affected by and will affect your value
proposition, customer base, costs, competitors, collaborators, pricing, and promotion channels—
this is to say, it is a central component of your social market strategy. Ultimately, the leading
factor will be your target audience’s preferences and needs, which you have collected information
on early during the co-creation process. In the next chapter, we’ll talk about various distribution
options to expand the reach of your solution in different places.
Cost
Measuring and optimizing your costs will be key to your success in both maximizing your cus-
tomer base and ensuring your financial sustainability. As we saw in Chapters 3 and 4, while it may
seem that the lowest cost formula is always the desired option, this is not always necessarily the
case in achieving your mission. Your goal is to make the product or service as affordable and acces-
sible as possible, and that means offering the value needed to produce the desired social outcome
in the most affordable manner. If making it low in costs results in a lower quality or durability
product, which does not result in the desired outcome, then it defeats the purpose. So when think-
ing about affordability, think beyond lowering costs. Sometimes, your end user can’t afford a low-
quality, low-durability product; they might require other aspects that will get them to where they
need to go in terms of escaping a poverty trap (remember the S-shaped curve).
Affordability isn’t necessarily always contingent just on how you manufacture your solution,
it can also be attained through financing the product, for example, through creative payment
schemes or through creative distribution schemes, as we’ll see in future chapters. These multiple
aspects should all be reflected in your marketing plan and your business plan. A great example is
water.org, which experimented with different payment options to make water affordable.*
* http://water.org/solutions/watercredit/.
94 ◾ Introduction to Social Entrepreneurship
Remember Catlin Powers of One Earth Designs?* She pointed out that in building their busi-
ness, they had the option to choose between lowering their costs or lowering the weight of their
solar-powered cook stoves. Their mission was to improve health and environmental outcomes in a
low-resource setting, but if they went for the lowest-cost solution, it wouldn’t have attracted their
target audience. They had to select the cost that optimized their value proposition by providing
customers with a less costly but also more convenient alternative to what they were already using:
wood-fuelled cook stoves. If their product was heavier and less convenient, why would a prospec-
tive customer make the switch (remember the lead shoes)?
Once the value proposition has been fulfilled, however, minimizing costs is generally desired.
This is especially the case in a social venture, where your target audience is most likely a low-
income population. You’re not designing a luxury good or attempting to sell a “VIP” service.
Therefore, as long as it does not interfere with accessibility, lowering costs is usually key to reach-
ing as many people as possible.
Price
While the cost refers to what you’re paying to produce, promote, and distribute your product or
service, the pricing component refers to what you’re charging your customers or clients. Not only
the price you set but also how you’ll communicate it is part of your marketing strategy. After
all, you are pricing and promoting this product or service in a way that will allow you to pen-
etrate your target market to the largest extent possible. Your target market is the end user you’ve
described in your customer section. In most cases, a social entrepreneur’s goal is simple, to make
the product or service affordable for as many people as possible. In this case, the pricing is a reflec-
tion of the cost of production and distribution, adding only the administrative costs of running
the organization to make sure that you break even.
In certain cases, you can price your product or service below the cost of production, if you’re
able to subsidize it with other activities or sources of revenue. These may include donations from
fundraising, corporate sponsors, or the addition of multiple revenue-generating activities that can
cover the costs of one another. An example of the latter is when an organization offers multiple
products or services to multiple customer bases, some with higher profit margins than others. This
is called differential pricing, and it allows the organization to cross-subsidize the lower-priced items
using the profits from the higher-priced items. Famous examples of differential pricing include
the Aravind Eye Hospital and Narayana heart health centers, where patients with higher incomes
are charged more and patients who cannot afford to pay are provided with the same high-quality
service at no charge.†
What do people want, how much will they pay for it, how would they like it packaged, and
where would they like it sold? Listen to your end users and you will find the answers.
* https://www.oneearthdesigns.org/.
† www.narayanahealth.org, www.aravind.org.
Market Strategy ◾ 95
If your research suggests that your end user is willing and able to pay more than the amount
resulting from the previous formula, then you might want to consider charging more. This does
not necessarily conflict with your mission, as long as charging a higher price is reflected by a
corresponding increase in your social impact. If you’re able to produce a product or service at
extremely low cost but want to value it at a higher price depending on the purchasing psychology
you’re experiencing in your target audience, this increased profit margin may in fact allow you
to scale your operations and reach more people. If you’re not sure, you can go back and conduct
market research similar to the community-driven research you conducted at the start—it’s all part
of the co-creation process. What do people want, how much will they pay for it, how would they
like it packaged, and where would they like it sold? Listen to your end users and you will find the
answers. If you’re dealing with a diverse target audience and some may be able to pay more than
others, you may consider differential pricing.
If you’re not sure, you can go back and conduct market research similar to the community-
driven research you conducted at the start—it’s all part of the co-creation process.
Competitors
Understanding your competition is part and parcel of understanding your customer. Even if you
think your product is unique and is fulfilling an unmet need, there is most likely another organi-
zation or service provider your target audience is turning to at this very moment. You want them
to come to you instead in the future. If you’ve conducted your community-driven research thor-
oughly, you’ll have all this information at your fingertips already. If not, go back and put yourself
in your target audience’s shoes.
Literally, physically go to the other organizations and service providers, or call them on the
telephone. Find out exactly what they are offering, how much they are charging, and the other
costs associated with accessing this product or service (transportation, time off from work, etc.).
Ask your target audience who they go to, and why. Would they be interested in your product or
service, and what characteristics would make them become your customers or clients?
Oftentimes, your product or service is truly unique and is offering a solution for the first time
to this target audience, that no one else has offered before. Still, you’re competing with something
else for their time and money. What alternatives have they been turning to, to deal with this social
challenge and related cochallenges? Even if it’s been a band-aid rather than a solution—or on the
flip side, something that has been making it worse!—you are asking them to abandon old practices
and develop new ones. Getting to know people’s activity patterns and decision-making processes
is part of characterizing your customer and also part of characterizing your competition. Where
are they putting their time, thought, attention, and money right now, which you want them to be
putting on you instead?
Positioning
If your solution is competing with existing products or services or with other alternatives that
people turn to in the absence of a solution, people will choose you if you can convince them that
you offer more value. This is why you need to understand who your target customer or client is and
how they make their decisions. Are they looking for the solution that’s the easiest to understand,
96 ◾ Introduction to Social Entrepreneurship
the easiest to access, the most effective, the lowest cost, or more likely, some combination of these?
Who else is offering them related solutions, and what are you offering that others aren’t? It helps to
compare yourself with other alternatives via a positioning matrix. The traditional matrix compares
price versus quality, as illustrated in Figure 5.4. How do other alternatives compare to you? Some
may be cheaper but poorer quality, while others may be higher quality but more expensive. Try
to think of other dimensions as well—what affects your end user, other than price and quality?
Figure 5.5 provides an example of this more multidimensional analysis.
Filling out a positioning matrix will help you see who your closest competitors are. These will
be the ones literally positioned the closest to you on the matrix. It might help to start with just
a two-axis grid comparing price and quality to first do a “kitchen sink” analysis of all potential
competitors. Then, once you’ve identified your closest competitors, you can do a multidimensional
analysis to figure out where your USP is that distinguishes you from them.
Promotion
How will you build a relationship with your potential customers? Whether you’re trying to pen-
etrate an existing market with existing competitors or creating a new market where there is no
comparable product or service, you still need to attract the customers’ attention and provide the
necessary information to make it easy for them to adopt your product. This goes back to under-
standing your customers’ behaviors and preferences, as you’ve been doing throughout the co-
creation of your solution. It’s also very much tied to the resources at your disposal. If you’re
bootstrapping your start-up (funding as you go), you might not have a budget for advertising.
Word of mouth, social media, and other inexpensive promotion channels may be your best option.
It’s also important to understand the sociocultural components of building ties with your
customers. What is acceptable and desirable in your specific setting? Do people prefer electronic,
paper, or human/in-person advertisements? Will you be working through existing channels (e.g.,
placing an advertisement in an existing clinic, supermarket, website, or social service center) or
Increasing quality
D E
You
Increasing price
Price
Acceptability Quality
You
Competitor
Durability Convenience
Figure 5.5 What dimensions are important to your end user? Where do you position yourself?
advertising independently (e.g., sending SMS advertisements, advertisements by mail, going door
to door, etc.)? We’ll talk about these a little more in the communications chapter, but for now, it’s
critical that you think of this important dimension of your social market strategy and how it will
affect your business model and use of resources. Mapping out your promotional strategy involves
centering it around your customer’s behavioral and movement patterns, your available resources
(i.e., team and funding), and the social preferences and customs within which you are operating.
Learning from best practices in the private sector in developed markets can help inform your
promotional strategy. Many companies offer their product or service for free to first-time cus-
tomers, to hook them into coming back. Another common practice is to offer packages, like
discounted prices for multiple purchases. Other ventures offer promotions for repeat customers
when they bring in or recommend new customers, providing discounts to both as an incentive.
Just for fun, try popping into a gym in any metropolitan area to experience firsthand some typical
promotion techniques (and good luck getting out)!
In other settings, people have turned to local culture to help get the word out, especially in
remote rural settings. Examples have included advertising through local musicians, troubadours,
and traveling theater troops! One social enterprise realized that people in the local community
love receiving free calendars and started printing out calendars with ads on them to promote their
products. In these cases, no private sector best practice could have been more effective than just
working with local culture.
Collaborators
Who else is taking on this social challenge and related co-challenges? Other than your customers
and competitors, what about your partners and collaborators? When working toward a social pur-
pose, you will find that you are not alone. Your mission is most likely aligned with the missions of
other organizations and initiatives, and it is not a zero-sum game. That is, others have something
to gain by helping you achieve your mission: they will get closer to achieving their mission too.
Because you have done your research on stakeholders, competitors, and the other products/
services available, you will likely have a lot of information at your fingertips about potential part-
ners. Are there resources you need that others have? Are there ways you can cut costs by tapping
into these resources? Are there ways you can reach more people by tapping into the client bases of
others?
98 ◾ Introduction to Social Entrepreneurship
A helpful tool to organize these relationships is the social business canvas (Figure 5.6). This
allows you to examine your central value proposition, key resources needed, and potential part-
ners to help bring these resources together. Put in all your notes about your product or service,
customers, place, promotion cost, and price and examine how they start fitting in together into a
preliminary business model. What pieces are missing that you still need to figure out?
Resources Channels
List your key costs here: List your revenue streams here:
step back to make sure that all the pieces of your puzzle are fitting together to create your social
value chain.*
Branding
Key Concepts
Branding is how you present your social venture, the image you want to project, and how it’s cap-
tured in all your messaging and more. Picking the name of your social venture is a huge part of
this! One of the reasons the Kiva founders went with this name, other than its meaning, is that it’s
short and has a nice ring to it—they pointed to the theory that the two-syllable name has been a
successful formula for many popular brands. Starting with your name, logo, colors, abbreviation,
packaging, and including your behavior, the terminology and tone with which you present infor-
mation, the style of interaction your team has with customers, even the way your team answers the
phone—these are all a part of branding. It’s your image. Consistency is key, and this goes down
to every detail, from your letterhead, type font, website, business cards, to your delivery vehicles,
uniforms, and every piece of your venture. These are referred to as the “identity” of your venture.
Your branding is something that sticks with you and remains consistent across messages,
audiences, and channels.
A great way to present your brand is by having a tagline. This is a short statement presenting
your value proposition in a catchy way. “TED: Ideas worth spreading”† is one you might be famil-
iar with. “One for one” is another well-known tagline, for Tom’s‡ brand. “Generation Good” and
“Redefining disposable” are two other great examples from environmental businesses.§ “Real fish.
Real flavor. Real easy” is yet another from the sustainable seafood industry.¶
Your brand and identity are developed according to the target audience specified in your the-
ory of change. Who are you trying to reach with your social product or service, and what is your
entry point? Revisit your core value proposition when branding your product or service. Stick to
this brand when representing your social venture, even if the communications content and chan-
nels may differ when speaking to audiences and stakeholders other than your target customer.
Your branding is something that sticks with you and remains consistent across messages, audi-
ences and channels.
Your branding is your first opportunity to convey your value proposition. When people look at
your name or logo, it conveys something to them. It might convey “trustworthy,” “tasty,” “healthy,” or
even “exclusive.” Don’t think that social ventures can’t attract people based on perceived exclusivity! All
people, no matter what their socioeconomic status, want the best for themselves, want to feel special,
and want to be convinced that acquiring your product or service will make them a happier person.
* This visual tool was developed by Osterwalder et al. and is publicly available. You can read more about it at
www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf.
† www.ted.com.
‡ www.toms.ca.
§ www.seventhgeneration.com and www.gdiapers.com.
¶ http://fishpeopleseafood.com.
100 ◾ Introduction to Social Entrepreneurship
Examples
How have some of the social ventures we’ve come across built their brand and company identity?
HLC has a fun, colorful, happy logo and sign attached to all the early learning centers, field offi-
cer’s vests, website, and various other components of the organization. They are targeting parents
as their end user and want to convey a safe, happy, fulfilling environment for their children. This
includes making sure that all their staff members embody this spirit, from the cleaning team to
the executive team. Part of their company identity is cleanliness. Their centers are always freshly
painted, their signs are always clean, their field coordinators’ vests are always freshly laundered,
even their vehicles are well maintained and regularly cleaned. They need to emanate an aura of
trustworthiness and professionalism. We bring international standards to your town to brighten
your children’s future.
Another social venture is Jacaranda Health, which targets prospective mothers who will
come and deliver there. Its value proposition is that it is offering high-quality, low-cost health-
care to mothers to help them deliver safely in a country where the only two options so far have
been low-quality, low-cost healthcare provided by the public sector versus high-quality, high-
cost healthcare provided by the private sector. In this case, Jacaranda wants to brand itself as
having all the qualities associated with the private sector, while offering affordable prices. The
center’s colors, logos, staff uniforms, signs, transportation vehicles, waiting rooms, clinical
settings, and bedside behavior need to differentiate it from the public clinics and hospitals.
Awareness and advertising about the center’s existence and its services must reflect the values
associated with these details: reliable, fast, customer-friendly, high-quality care at affordable
prices. At the end of the day, their goal in developing their brand is for expecting mothers to
look at them and feel safe. You are in good hands, we will take care of you, and your baby will
be healthy.
Similar qualities have been associated with health ventures in the United States, such as the
MinuteClinic. Its branding is based on its value proposition of being available to take care of you
whenever you need and to get the best care without the wait. Customer service and interaction
(from taking phone calls, greeting customers, following up, to obtaining feedback) are all part and
parcel of conveying that value proposition.
We will also hear from the Aravind Eye Care System in the next chapter, which caters to both
paying and nonpaying customers, offering the same services for both but using differential pricing.
They brand themselves as providing the best medical care you need—they don’t tell their paying
customers that they are actually subsidizing someone else’s care. Even if you think that might be
an added advantage that would make some people want to sign up for this hospital’s services, at
the end of the day, people don’t choose a hospital to help others—they choose it to get the best
treatment they can possibly afford for themselves. Aravind sets their pricing, and their messaging
and branding, accordingly.
One last example is Newman’s Own. This is a brand of food products ranging from break-
fast cereals to salad dressings, condiments, etc., that was created for the sole purpose of gen-
erating money for social programs. It leverages the brand of the famous actor Paul Newman
but doesn’t rely only on that brand to sell. It relies on taste, quality, and packaging based on
market studies of what people look for in their supermarket purchases. It mentions that all
profits go to social programs but doesn’t rely on that as a selling point for people to purchase.
This tactic is based on the knowledge that a shopper may make a one-time purchase to support
a social cause, or a limited number of purchases, but what it takes to get a repeat customer
Market Strategy ◾ 101
is a great-tasting, great-value product. This is the advice given by Doug Rauch, founder and
TC: What were your guiding principles in building the brand and
identify of Daily Table?
DR: Know your customers. This is just good business sense. The
money will follow—the bottom line should come last, every-
thing else will lead to it. If you put it first, it’s like driving
with your rearview mirror. Put your people first, and that
means treating both your customers and your employees
well.
TC: What promotional practices have worked best in your setting?
DR: I find that samples of product are powerful. If a picture speaks a thousand words, an
experience of our food speaks ten thousand. And let your customers choose. Studies
show that if you give someone an apple, they’ll toss it, but if you get them to choose it
themselves, then they’ll value it more.
TC: How can a social entrepreneur craft their value proposition to get the message across?
DR: Narratives really matter. Hone your narrative, hone your narrative, have a story. There’s
a great TEDTalk on practicing your pitch thousands of times. Also, the presence
of positives outweighs the absence of negatives in motivating customers. Examples
from the food industry are abundant—“contains whole grain” is more inviting than
“doesn’t contain GMO.” What they sell to their customers is healthy food replacing
junk food.
TC: How do you convey the positive health and environmental benefits of your venture?
DR: We talk about the amount and nature of food recovered, the number of customers
served, the basket size—how much they bought. We track all these things, and we
track their growth over time. So they’re all part of our market strategy. One thing we
decided not to do was directly measure health effects in our customers. People don’t
want to be measured. They don’t want to feel they are part of a program. This goes
back to listening to your customer and going with what works for them.
TC: Are there any common mistakes a social entrepreneur should watch out for while
developing their business model?
DR: Short termism. Five 1-year plans cannot do the same as one 5-year plan. It’s also crucial
to understand the nature of your problem—and it’s certainly more complex than you
think. Another piece of advice I’d give is building an internal culture of innovation, a
culture of risk taking, that permeates your organization from the start. If you try to
introduce a new strategy to the wrong culture, it’s like transplanting a new organ into
the wrong system. You have to embrace or at least tolerate failure. Share your failures
internally, fail “on purpose,” fail around your purpose, to learn; this is how we discover
things we need to know.
TC: How did you build your market strategy to rally people to help make this possible?
DR: You need to build mission alignment—and that means all your people. Who are the
people that already have a stake in this? Cold calls never work. Use your network,
ask who they know. Make sure when you get that one shot, you give it your best
shot.
102 ◾ Introduction to Social Entrepreneurship
Market Research
Needless to say, when you set out to define the different dimensions of your social market strategy,
you probably won’t have all the answers. You’ll have a good idea based on your previous steps of
characterizing the challenge, co-creating the solution, and the user-driven design of your product
or service. But you might have to go out there with these new questions, test out different options,
and ask your end user what works for them. By now, you have engaged an army of stakeholders
and they are as invested in this as you! So don’t be afraid to keep testing and iterating together
until you get it right.
Market research is just like any other stage of the co-creation process you have gone through.
You can conduct surveys, focus groups, town hall meetings, visioning workshops and one-on-one
interviews. The only major difference is that now you’re asking people to respond to your proposed
solution, which you’ve already formulated. One other key difference which may arise is that the
person you have designed your solution around may not be the same as the person you’re building
your marketing strategy and business model around. For example, if your end user is a child, you
will have designed and tested your product with children. But the pricing needs to be designed
and tested with the parents!
Market research means collecting information to assess consumer habits. We already talked
about how to assess the competition. Now, how much are people willing to pay for your solu-
tion? What are they already paying for different products or services? What form of payments
do they use, is it a cash-based market or do other systems work better (such as prepaid, credit, or
some other form of payment)? Are you going to finance the payment, allowing them to pay small
amounts over a long period of time, to make it more affordable? And how will you package your
product or service—will customers pay per unit, or for a group of units bundled together? Find out
what places and delivery methods work best for people—do they want to come to you or do you
need to go to them? These are some of the questions you will head out there to find out.
Remember, innovation happens at multiple levels, it’s not just a step in the process. So keep
innovating, keep iterating, and don’t forget that every research point and every question is an
opportunity—your market research might introduce new insights and opportunities to improve
upon your design; seize this! Nothing is written in stone, and you should be prepared to come out
with answers for questions you didn’t even ask.
* dailytable.org.
Market Strategy ◾ 103
1. Write down your vision statement and your mission statement (one sentence each).
CHAPTER SUMMARY
◾◾ In this chapter we take your proposed solution to market to test it out and continue the
user-driven design process. This requires ongoing prototyping and iteration of your
solution and how people will interact with it, to determine whether it’s feasible, what
your potential market size might be, and what your market strategy will look like.
◾◾ The first step is to create a compass for your social venture, to guide its development
and growth. This starts with your vision, mission, values, and the value proposition
you are offering to your end users—all driven by the underlying theory of change.
◾◾ Your market strategy is then assembled around your value proposition. We use the
5Cs and 5Ps to summarize the multidimensional market, bringing together customer,
place, cost, price, competitors, positioning, promotion, and collaboration.
◾◾ Building your brand means defining the customer experience you want your end users
to associate with your product or service. This needs to be clear, catchy, and consistent.
◾◾ Market research uses the same research techniques you’ve already applied to previous
questions, to define the different dimensions of your market strategy.
◾◾ At the end, write down all these dimensions in a business canvas to see how they will
come together into a value chain. Step back and assess yourself. Try looking at it like a
painting or any other canvas—up front, from a distance, at different angles, and over
an extended period of time. This will help you notice nuances and connections and
build synergies between the different dimensions.
104 ◾ Introduction to Social Entrepreneurship
2. Write down your social venture’s values. What values will you ask your team to live and
Newman’s Own Foundation have given more than $450 million to thousands of charities
around the world. Although Paul passed away in 2008, the food company continues his
original commitment to two basic principles: quality trumps the bottom line and all profits
go to charity. Newman’s Own Foundation focuses its giving in four areas where it can have
meaningful impact: children with life-limiting conditions, empowerment, nutrition, and
encouraging philanthropy.
Problems Opportunity
Wasted food
discarded by Create a discount
supermarkets health food store
using fresh produce
about to be discarded
by supermarkets
Obesity in low-
income areas
“Food deserts”
a supermarket chain in the United States, saw that a huge amount of food was being thrown away
on a daily basis across the United States. He also noted that a large proportion of the population
had no access to fresh and healthy foods. In the inner cities and other low-income neighborhoods
across the nation, families relied largely on fast, affordable meals that were high in calories and
low in nutritional value.
Putting these two problems together, he saw an opportunity to redirect wasted food from
supermarket chains, to make it available in low-income neighborhoods (Figure 5.7). However, he
was acutely aware that ideas are a dime a dozen, and the devil was in the details. The details of the
implementation at first seemed beyond his grasp.
Rauch considered various options. One of the first questions he asked himself was, who is
already working on this? What has already been tried, what has worked, and what hasn’t? His first
thought was that he could potentially join forces with existing initiatives, and learn from the past
attempts of others.
Among those who were already working on this were food banks. However, food banks were
run by volunteers, and their operations were not streamlined and predictable. Feedback from the
supermarket chains was that if corporate managers were to take the time and resources to put
aside food, they wanted to make sure it would be picked up in a timely and consistent manner.*
More importantly, feedback from prospective end users indicated that food banks were the last
resort. According to Rauch’s research, the working poor would rather buy low-quality fast food
than accept a handout meal. They wanted to provide for their families, not think of themselves as
recipients of charity.
Exploring other options, Rauch realized that another possibility would be to join forces with
a corporate partner such as an existing supermarket chain. This would allow him to leverage
that company’s human resources, operations, distributions and products supply. However, after
looking into that option, Rauch realized that it would present a challenge to piggyback on exist-
ing resources that were in place to serve the corporation’s primary mission and bottom line. This
is because he would be competing for people, products, and infrastructure that were needed to
fulfill the corporation’s primary work. He needed to build a social enterprise staffed with people
* Rauch, D. Solving the American Food Paradox. Harvard Business School Case Study 9-512-022.
Market Strategy ◾ 107
who woke up every day thinking about one mission, and one mission only: getting healthy
food to low-income neighborhoods and providing high-quality service, taste, and value in those
neighborhoods.
Rauch decided to build his own business. The next step would be to figure out key components
of the business model, including costing, pricing, and marketing. He wasn’t going to give hand-
outs, he was going to charge his customers, and he needed to make sure he was providing them
with the best value possible in order to compete with their current food choices. His goal was to
provide them with the highest quality and service at the lowest price. Thus, he sought to lower his
costs as much as possible.
Figure 5.8 Estimated income statement for initial Daily Table business model.
(Reprinted with permission from HBS case (512022), “Doug Rauch: Solving the American Food
Paradox” by Jose B. Alvarez and Ryan Johnson. Copyright 2012 President & Fellows of Harvard
College; all rights reserved.)
108 ◾ Introduction to Social Entrepreneurship
the general/administrative costs of running the enterprise, without incurring any profit. But then
he realized that the most effective way to gain market traction in the neighborhood was to price
based on willingness to pay. What would be the best price you could put on this item, to make it
extremely attractive to shoppers? This is the question he now asks himself, and his staff, every day.
Rauch’s value proposition to his customers was that he would provide a friendly neighborhood
place where they could buy great-tasting, fresh, and healthy food at affordable prices. His USP
was the healthy aspect because he was opening his store in a neighborhood where no other fresh
products were available.
But would the people want it? How would he know their needs and preferences? Rauch con-
ducted several focus groups in his target neighborhood to obtain feedback from his target custom-
ers. This was his key into the neighborhood. He realized that while people did want to feed their
families healthy food, they didn’t want to be bombarded with health information. They wanted
fresh food fast, and it had to taste good. They wanted food that they knew the name of, not alien
ingredients they had never heard of.
A key marketing challenge was to convey the message that this was high-quality food, not
someone else’s leftovers. If you conducted an Internet search on Daily Table in the years leading
up to its launch, you’d see headlines from multiple media outlets describing this social enterprise
as selling garbage. Rauch needed a way to make sure that all safety concerns were met and that his
customers knew he wasn’t selling them anything he wouldn’t eat at home. He realized that even
the simple wording of a message can make a huge difference. If you describe his business model as
employing food waste, you’d be using waste as the noun and food as the adjective. However, if you
use the term wasted food instead, then the noun becomes food and the adjective becomes wasted.
Selling food that would otherwise be wasted was much more socially accepted than selling waste
that was composed of food.
Rauch also realized that price was not everything. People did not only buy fast food because of
the lack of availability of fresh produce. People also had limited time. He realized that poverty was
not only financial but was also related to time and knowledge. Rauch cites a Harvard researcher
who calculated that you can feed your family a fresh meal for $2.30 a day. This study assumed
that people have time to find the right ingredients and prepare them, which can be even more time
consuming and which requires knowledge about how to prepare fresh meals. According to Rauch,
Local
community:
focus groups,
Supermarkets mapping, tasting Human
and farms: resources:
supply chain recruiting the
right chef
Media:
Government: Creating
messaging and
tax incentive value
marketing
the working poor are constrained not only by financial limitations but also by limitations on their
time and knowledge regarding this subject. A mother who is working two jobs and getting home
just in time to put food on the table needs a place where she can go in, buy the food, and have it
on the table within minutes of opening the door.
For these reasons, and also to underscore the lack of safety risks, Rauch decided to offer cooked
meals at Daily Table alongside fresh produce. He recruited a chef who was from the neighbor-
hood where he was first piloting his social enterprise, who had trained and worked for many years
preparing food to meet a variety of culinary tastes. They conducted tastings and samplings in the
neighborhood, and that was when the neighborhood population really got excited about the new-
est arrival in their neighborhood. After tasting the new chef’s food, they started asking Rauch how
soon the Daily Table would open.
After getting to know the community, Rauch realized that his initial business model idea
wouldn’t fly. He needed to find a way to procure his own fresh produce, rather than basing his
business model on donations from supermarkets that want to get rid of produce nearing its best by
date. His customers were just not attracted to that model, and he had to listen to his customers.
After much head scratching and soul searching, Doug came up with a way. Today, his team picks
up fresh produce from bulk sellers, each morning. The same producers that sell bulk items to large
stores, always have a small amount left each morning that nobody buys. Daily Table purchases
these on a daily basis at discounted prices, and sells them at a fraction of the market value. With
this final iteration, Doug Rauch and the Daily Table were finally ready for business.
The development of Daily Table from idea to implementation took more than three years,
which is a common statistic in business planning. Entrepreneurs with great ideas often under-
estimate how long it takes. Even after implementation, it will take a while to break even. This
underscores the importance of planning and forecasting and analyzing your social, financial, legal,
and other risks. It also speaks to the importance of getting to know your target customer, finding
out what drives their decision making, what they really need from you, and what will get them
excited (Figure 5.9).
At the time of writing, Rauch is now piloting the first Daily Table in Dorchester, Massachusetts.
He aims to launch two more pilots before even thinking about how to go to scale. To him, the
most important thing is to demonstrate knowledge about how to effectively bring together the
need and the opportunity. In entrepreneurship, it is often the first entrant into the market who
learns all the lessons, whereas new entrants later take these lessons learned and achieve greater suc-
cess. According to Rauch, his goal is to establish a proof of concept, to be that first mover that gets
“clobbered.” His advice to social entrepreneurs is to “dare greatly.” “Don’t just nibble at the corner.
You have to inspire and aspire. Put your heart and soul in it, put yourself on the line. Challenge
the status quo—Be the irritant, the sand in the oyster that makes the pearl.”*
* Doug Rauch, speaking at Harvard T.H. Chan School of Public Health, Friday, February 27, 2015.
Chapter 6
What Is Operations?
Management of the different pieces of the supply chain is what we are referring to when we use
the word operations—it’s the functioning of your social venture, the processes required to get to
the outcomes you’re aiming for. Operations refers to the day-to-day activities required to produce
and deliver your solution. These will depend on your distribution model and other aspects of your
multidimensional market strategy.
Operations are the processes required to get to the outcomes you’re aiming for.
111
112 ◾ Introduction to Social Entrepreneurship
Prototyping and pilot-testing an idea are completely different from rolling it out. How can you
create systematic processes through which you provide your social product or service to your tar-
get audience? This not only helps you ensure the results that are so critical to reaching your social
impact targets, it also helps you set up your venture in a streamlined way, minimizing resources
and maximizing output.
Here’s where it gets really juicy! Here’s where you tell us how you are actually going to do this.
Now, we’re starting to get into new components of the business planning process that you haven’t
reached yet in your journey. This is the nitty-gritty of the execution. So, let’s dive in!
Process Mapping
Process mapping refers to the clarification of how exactly the moving parts of your product or
service will flow between these different components to get to the final end goal. The result is liter-
ally a step-by-step description of your core operations, similar to a recipe or instructions manual
for your team.
This includes distribution. At the start of your journey, you defined the “last mile,” that miss-
ing gap that is preventing your end user from overcoming this social challenge. How are you going
to get your product or service across the last mile? The process map includes each and every step
taken from A to Z.
As your organization grows, you might end up having more than one process map for the dif-
ferent departments and subsections of your venture. But for now, let’s focus on your main opera-
tion, the primary product or service you offer. How is your social product or service produced,
how is it offered to the customer, who is involved at each step, where does it take place, and when?
This is how you map out your operations.
An example is shown in Figure 6.1.
You’ll notice that this process map describes a system providing a social service. A process map
for the provision of a product is much the same. Person X purchases ingredient Y. They hand it
over to person Z, who takes it through procedure A…all the way to the distribution, transporta-
tion, and customer service. Where do the customers go to, who do they buy it from?
This is just one simple example using a basic word processor diagram, but you can also use
more specialized software and symbols. There are also free web-based tools that you can use to
create more sophisticated flowcharts, and many process mapping softwares provide a free trial in
case you’d like to try it out for your own process map!
Process maps can help you make sure that nothing falls through the cracks; they also help you
chart out the resources you’ll need and the room for growth. Process maps need to be revisited
in the future as your organization grows to figure out what redundant steps can be eliminated,
enhanced, or improved. They may also change as you refine your distribution channels. Going
into the nitty-gritty details of how it will all work will help you ensure that you don’t drop the ball
when it comes to delivering.
Distribution Models
The simplest model of distribution entails taking the same package—your core product or service—
and offering it to more people. To do this, you’ll need to carefully think through the processes this
would entail. Do you have enough resources to reach more end users? How will the increased opera-
tions affect and be affected by economies of scale? What geographic areas do you aim to cover, and
will you need to tailor your package to the local context as you spread? Even if you have created a
standardized package that does not need tailoring and can be replicated across subpopulations and
geographies, you may have to customize your marketing, pricing, or other aspects that vary across
location. In this chapter, we will cover all of these considerations, providing information for various
options you may be considering. Depending on your product or service, you may pick and choose
the most relevant components for you.
be to offer it to 1000 people. How do you decide on the numbers? This depends on the need
and the market, the resources available to you, and the nature of your intervention. Before you
expand, it’s important to evaluate your results from the pilot. What could you be doing better?
What worked and what didn’t? Multiple pilots may be necessary before you can go to full scale.
Don’t make these decisions alone. Your team and your board can help provide their perspectives
from their viewpoint, which will be different from yours. Your team might have different views
to offer from the battlefield, and your board might have different views to offer from the bird’s
eye view.
Expanding your central production volume can carry the advantages of increasing efficiencies
and reducing costs per unit produced or transaction served. Key challenges to look out for are
building systems to maintain quality assurance and creating feedback loops between management
and the frontline. On the former, hiring team members specialized in monitoring and evaluation
(M&E) and creating a data management and analytics platform for them can help you ensure
consistent quality. As we’ll discuss in the next chapter, you’ll want to monitor both your opera-
tions (how things are done) and your outcomes (the results you are getting). On the latter, make it
a priority to ensure that if expansion of the central unit is the route you take, this does not result
in a heavy, bulky, bureaucratic organization.
The important thing to note here is that a natural characteristic of economies of scale is
that at one point, they start going back down. Economies of scale increase until you reach your
optimal production level, and then they decrease. In commercial business, one might just stay
at that optimal production level. But in a social venture, you probably won’t want to stop there!
You’ll need to think about what to do next to reach end users that you are not yet serving—
either open a new production unit or a satellite branch or explore further ways of replicating
your success.
Franchising
Franchising means that rather than trying to produce more yourself or serve more yourself, you
partner with other organizations to replicate your model. In the commercial sector, you can fran-
chise your venture to an individual willing to take it on and build it from scratch. In the social
sector, it is recommended to franchise to an existing organization that has already determined
viability as a social purpose organization. By viability, we mean that the organization has sustained
itself over time, demonstrated social impact, and built trust in its community. This organization
will then take on the responsibility of manufacturing or implementing your product or service in
its community. In most cases, you will receive a franchising fee from the organization, which it
will pay out of the revenues generated from your product or service. You will be responsible for
continuous guidance and training to ensure consistency and quality in your brand, its output, and
the social outcome that is your ultimate goal.
The decision to franchise might come later in the game, or you might design your social
venture around this model from the start. Advantages of franchising are that it requires fewer
resources to deliver your solution to a larger audience because the franchisee is carrying the bur-
den. It also allows you to leverage existing networks, relationships, and systems in communities
you have not entered yet. Key challenges to look out for when franchising include the importance
of selecting a franchisee with a mission that is aligned to yours, and an organizational culture
that is amenable to replicating your impact. If your organization invites innovation and creativ-
ity from its staff but your franchisee does not, then it is not likely they will be able to replicate
your model. If your business model requires you to operate in a lean and efficient manner to
reduce costs, but your franchisee has high administrative costs and operates inefficiently, then
you need to diagnose that from the start and step out. Another key challenge is the importance of
recognizing that franchising requires you to have the time and capacity to provide management
guidance and training. You have to first perfect what you’re doing at your pilot site and have your
operations running smoothly there before you replicate to the first franchisee site. So franchising
is not something that happens early on in a social venture. However, the same could be said for
any mechanism of expansion!
Microfranchising
Microfranchising is a distribution model that differs from the social franchising method described
above. As its name suggests, microfranchising entails much smaller units of replication. Rather
than franchise the venture as a whole, it is usually the last mile distribution that is franchised. That
is, your core organization is still responsible for a large portion of the operations and production,
while the franchisee is responsible for interfacing with the end user. The franchisee is usually an
individual or, in some cases, a small organization.
The microfranchising model has been used to provide access to basic goods and services at
affordable costs and foster job creation. Microfranchising examples from emerging economies
around the world include SPOT taxi in India, Fan Milk in Ghana, Natura in Brazil, Kegg Farms
in India, and BlueStar Ghana and Coca Cola’s Manual Distribution Centers in Africa.* These are
traditional franchises that have fostered job creation and asset creation at the base-of-the-pyramid
microchain. Social ventures have also employed microfranchising to provide social goods and
services around the world. Examples include VisionSpring Eyeglasses, Living Goods, HealthStore
* www.templeton.org/newsroom/in_the_news/docs/091215_frontiers_markets_summary.pdf.
116 ◾ Introduction to Social Entrepreneurship
Nonmonetized Methods
Another option available for your consideration when choosing your distribution methods is shar-
ing your core package with other organizations without incorporating any financial transactions.
This can be employed in combination with one of the other previous methods to expand your
reach through the work of others, even if it’s not under your structure or your brand. One way
to do this is to create an open-access platform where people can access the knowledge and skills
needed to provide your product or service to their own end users. You can also license your work
free of charge through legal tools such as those provided by Creative Commons, which allow you
to set conditions on the use of your work.*
Some social ventures take this one step further and also provide training to other organiza-
tions interested in applying their model, to help ensure that the desired social impact is achieved.
These kinds of options may not work for everyone, as they require you to have a robust revenue
stream from other sources. However, some organizations have made it work by diversifying their
revenues—for example, adopting a hybrid model where revenues from one market support activity
in another market, or by complementing revenue-generating activity with fundraising, or through
financial support from their board. In some cases, it could also serve as a marketing tool to attract
enough paying customers to compensate for the freely shared material, thus balancing out your
venture’s financial viability. In these cases, social impact growth takes place at a higher rate than
financial growth, but the organization remains financially viable.
* http://creativecommons.org.
Delivering Your Solution ◾ 117
Standardize
In many cases, in order to expand your reach, you need to standardize the processes by which you
produce and offer your core package.
What exactly are the elements that have proven to be responsible for the social impact you are
reaching for? How can you ensure that these elements are effectively delivered to each and every
customer as you grow and expand distribution? As we will see further in the chapter, not all ele-
ments of your social venture will be standardized—many will be tailored and customized—but
before you design your distribution model, it is essential to determine what needs to be maintained
across your offerings and how to ensure consistency in your operations.
Standardization can take place through training, through automating, and through quality
control. Creating protocols, checklists, and procedures focused on ensuring the key characteristics
of your core package that are tied to your social impact is one way to do this.
Automate
One way to standardize and to boost your organization’s ability to offer its core package as effi-
ciently as possible in general is to automate certain processes. The key is to select the right pro-
cesses. This helps you open up resources (people, time, funding, physical assets, and facilities) to
take on larger volumes and serve more people. Not all processes can be automated, but it is worth
your while to spend some time figuring out which steps can be automated. We’re not talking about
the people part here! We’re talking about steps that take away from the people part.
As an easy example, data entry and analysis are usually low hanging fruit, inexpensive steps to
automate. Rather than have your monitoring take place on paper, have it take place electronically,
so that data do not need to be manually entered into a system. At each site, you can record the data
in an electronic system (whether using a phone, tablet, or other computing device), which allows
it to be added to your database immediately. Data analytics software is easily accessible and can
help you identify the trends in your data. This will help you determine which sites are performing
well, whether you are reaching your social impact targets, what equipment or inventory you need,
and other crucial factors needed to optimize both the social outcomes (where you’re trying to get
to) and the operations (how you’re getting there). Many other “back-end” processes of your man-
agement systems, such as managing supplies, are logical parts of your social venture to automate.
They can then be overseen and interpreted by a qualified person, but there’s no need to waste time
and talent and overhead on steps that don’t need to be taken.
the time of writing, it is being tested for effectiveness and scalability, and the next iteration might
lead them to a new improved model. A second example is the host of new social entrepreneurs
around the world aiming to make sanitary pads for adolescent girls and women more affordable,
available, and accessible. The theory of change behind these new social ventures is that lack of
access to affordable sanitary pads in many countries leads adolescent girls to miss school days, and
that making sanitary pads more accessible would improve their educational outcomes, with all
the ripple effects that entails. These social entrepreneurs realized that manufacturers of these pads
do not find it profitable to sell in rural areas because the transportation costs are so high. They
designed new machines to produce high-quality, affordable pads and instead of producing the
pads themselves in a central factory and facing the same distribution/transportation dilemma, they
instead provided the machines to women in decentralized locations. These women then became
the manufacturers and distributors. This model is currently being tested by social entrepreneurs
in Rwanda (http://sheinnovates.com), India (www.newinventions.in), and many other settings.
Decentralize Operations
The previous examples point to the importance of decentralizing operations, one through manu-
facturing and sales, the other through working with local leaders. There are yet more ways to
maximize this beyond manufacturing, distribution, and recruitment. M&E is yet another com-
ponent of your operations that you can decentralize. HLC exemplified this by recruiting and
training field coordinators to conduct the M&E of the learning centers, rather than conducting
this step from the central headquarters. This streamlines the process and lowers cost, just like
the local manufacturing lowered costs by eliminating the need for transportation and warehous-
ing. More importantly, it increases the “surface area” of the interaction between the team and
the end user.
Do you remember in middle school science how we learned about the surface area of an object,
through which materials like air or water can be absorbed or transmitted? The surface area of an
organization can be thought of in the same way! The more opportunities and surfaces built in for
interaction between you and your end user, the better. You don’t want to be a tight round sphere
Delivering Your Solution ◾ 119
that is centered upon itself; after all, you were built from the ground up, so it’s important as you
grow that you don’t lose that important touch.
Even communications and marketing will be optimized through decentralized teams because
the content and channels can then be more finely tuned and tailored to the local setting. This
includes customer service and feedback. Aravind vision centers are a prime example of the inside-
out approach, rather than outside-in. After relying on satellite mobile vans to go out into the
community and bring people back in to the central hospitals (outside-in), Aravind’s team realized
that a more effective way to reach more people would be to take the services to them (inside-out).
Today, they are focusing more on growing the number of decentralized eye care units (see more in
case study at end of chapter).
retail shops. The team is still constantly finding new ways of packaging their offering to reduce
costs and tailoring the contents based on results from field tests which gave insight into how it was
being used and what the customer needed—and didn’t need.*
Strategic Partnerships
In order to find these results, Cola Life needed to partner with private sector, government sector,
NGOs, international agencies, and universities to design and test their ideas. Ciudad Saludable,
whom we met in Chapter 3, now operates in 11 countries at the time of writing but emphasize
that they did not—and could not—start from scratch in each one. They found other entrepre-
neurs who were already working in those settings, and joined forces with them. Strength is in
numbers— and you’ll find that out very painfully when you start crunching your numbers! If
you’re going to reach the people you need to reach and make your solution as affordable as pos-
sible while remaining financially viable, you’ll need to be very creative about how you’re going to
leverage resources along the way.
* http://www.colalife.org/2014/02/11/seven-of-the-headline-findings-from-the-colalife-trial-in-zambia/.
Delivering Your Solution ◾ 121
No entrepreneur can possibly foresee on their own all the different roles and positions that will
be needed as their social venture unfolds. This is why it is recommended for you to focus on think-
ing about the executive backbone, which is composed of the core functions. Then, you can work
with these core members to determine how their future teams need to grow. There is no formula
for the composition of an executive team; it varies from organization to organization depending
on the needs and functions. However, there are certain roles that are found more commonly than
others, and it may be helpful for you to familiarize yourself with these and then tailor them to
your needs.
Also, not all organizations have the exact same structure and combination. Each organization
builds its own team according to its own needs and functions. You have a creative license to draft
the job descriptions and titles that you need!
At the end of the day, make sure all the core competencies required to build your venture are
there: in most cases, you need someone with strong people skills to champion the organization,
someone with strong management skills to build processes and ensure that everyone is using their
time well, someone with subject-specific skills to make sure you are at the cutting edge of your
field, someone to make sure your organization has strong financial health, and someone to make
sure that your internal and external communications are helping you reach your goals.
and conducting a risk analysis. After that, you’ll be ready to go out there and start securing
resources to help make all this happen!
1. Draw out your preliminary process map. What steps will be needed, from sourcing raw
materials, to assembling them, to delivering your solution to the end user? Who is respon-
sible for each role?
2. What distribution channels are viable options for you, in the context you’re working in?
What are the pros and cons of each one? What information do you need to collect to figure
out what will deliver the highest impact possible at the lowest cost?
3. What key positions will be necessary in developing your venture further? Were there any
core operational fields that you identified in your process map? How many of your team
members are already present from your starting team and your design team, that fit these
roles? Do you need to recruit new ones?
CHAPTER SUMMARY
◾◾ A critical part of designing your solution and developing your market strategy is figur-
ing out the nuts and bolts of implementation. In this chapter, we talked about how to
design your operations, distribution, and team.
◾◾ Operations are the processes required for your social venture to function. These are
the day-to-day activities required to produce and deliver your solution. A helpful way
to visualize what your operations look like is to sketch out a process map. This is a
step-by-step description of the core operations behind your social venture: the where/
when/how of all that needs to happen.
◾◾ Your distribution model refers to the mechanisms and set-up of your venture to reach
the last mile. Challenges in developing your distribution model include cost consider-
ations, physical logistics and transport, and information gaps. Common models used
by social entrepreneurs include centralized production, branches, franchising, micro-
franchising, and open sourcing.
◾◾ Success factors across distribution channels include the importance of knowing what
aspects of your operations to standardize and automate, shortening the last mile, fos-
tering local leadership, decentralizing where possible and tailoring to the local popu-
lation, and leveraging existing channels. This requires strategic partnerships to build
value chains and leverage local resources.
◾◾ Your team is one of the most critical success factors moving forward. The composition
of your executive team depends on how your social venture operates—most teams
need an outward-facing chief executive, an inward-facing operations lead or general
manager, a financial lead, a marketing and communications lead, and a technical lead
specialized in the subject matter you’re working in. As you complete your business
plan in the coming chapters, you’ll need to make sure your team is complete too.
Delivering Your Solution ◾ 125
* Mehta, P., & Shenoy, S. (2011). Infinite Vision: How Aravind Became the World’s Greatest Business Case for
Compassion. Berrett-Koehler, p. 65.
† Mehta, P., & Shenoy, S. (2011). Infinite Vision: How Aravind Became the World’s Greatest Business Case for
patient, and to have enough paying patients to balance out the nonpaying patients. Both targets
required building demand in the surrounding community and building systems to allow for maxi-
mum efficiency in dealing with high volumes.
The Aravind founders were able to innovate on the processes because they placed constraints
on themselves, which required them to find solutions that were out of the ordinary. Their con-
straints were as follows: “We cannot turn anyone away; we cannot compromise on quality; we
must be self-reliant.” Achieving these three goals simultaneously required them to keep resource
use at a minimum. An example referred to in the book Infinite Vision demonstrates the waste
mitigation and down-cycling common at Aravind. Bed linens no longer in use are converted
into tablecloths, and then into washcloths, going into multiple cycles of use. When the first
hospital was founded and resources were especially scarce, the team used to make their own
cotton swabs and cut packaging material into sponges. Today, resources are more readily avail-
able, yet the Aravind team manages to avoid unnecessary costs and increase the usage out of every
resource. Spare parts and repairs for medical equipment are managed by an in-house maintenance
team, which implements cost-cutting measures such as manufacturing locally made spare parts
and identifying local substitutions and innovating ways to safely reuse expensive equipment that
would otherwise be used once and discarded.
An important factor in building trust to grow the customer base was no hidden costs. Anyone
who has ever been to a hospital or a bank can identify with this. Aravind’s team did not add
charges for each test or service added but charged only one consultation fee, which was valid for
up to three months if the patient needed to return. The fee for outpatients is 50 rupees, which is
the equivalent of less than one dollar. Amongst those coming directly to the hospital, the paying
customers outnumber nonpaying customers by 3:1 for outpatient services and 2:1 for surgery.
The price was set by the market, and the costs were lowered to the degree that revenues would
exceed cost. Doctors were paid a fixed fee rather than a per-patient fee so that when they treated
large volumes of patients, the profit went back into the organization. To make this all work, inten-
sive monitoring and scrutiny were required on both the cost front and the quality front. The tiered
pricing system expanded and diversified the customer base, serving not only those who can’t afford
to pay but also those who can afford it and have a choice on where to get treated. This model would
only work if the highest quality is provided for all customers.
Aravind’s team sees the patient as customer with choice, even those patients who cannot afford
to pay. Zero is one price point they can choose from, and the market rate is another, with subsi-
dized rates offered in between these two price points. Letting the patient choose the price helped
build demand across customer segments. Approximately half of the nonpaying outpatients come
to Aravind on their own account, and half come in after Aravind’s outreach efforts.
However, uptake in the rural communities where the eye camps were held was still under 7%
of the population who needed eye care.* It became clear to the management team that providing
access to service to the rural communities through outreach alone was not enough to create the
impact they sought. Exploring potential reasons for the lack of uptake, their initial conclusion
was that it was simply not a priority among the rural population, who had poor acceptance of eye
treatment and fear of surgery. Referring back to the AAAQ framework of health and human rights
(see Chapter 3), they came to the conclusion that while they had succeeded in addressing afford-
ability, they had not succeeded in addressing awareness and acceptance, nor in fully bridging the
gap to access.
* Aravind Eye Care System: Providing Total Eye Care to the Rural Population. Ivey Publishing, Teaching Case
W11212-PDF-ENG.
Delivering Your Solution ◾ 129
Initial responses focused on marketing and communications. How could they explore differ-
ent promotion options in rural markets? What were different ways in which they could change the
perception of the target population? The key assumption was that Aravind’s need to increase rural
customers’ acceptance required education, the creation of trust, and reduction of the associated
costs (not just the cost of service). This is what Aravind’s executive director Thulasiraj (“Thulsi”)
Ravilla referred to as their pull strategy: drawing customers in.
Over time, Thulsi realized that in this case, the demand side required both a pull and push
strategy. The solution was not to assume that customers did not know what they wanted or what
was best for them and to concentrate efforts on convincing them. It was the organization that
needed to change its way of thinking and behaving. Achieving their vision of universal coverage
required adjusting their mix of services and also where and how they interacted with patients. If
not everyone was coming to the eye camps, then perhaps the eye camps were not the best way to
fulfill the organization’s goal of reaching everyone.
It was the organization that needed to change its way of thinking and behaving.
Aravind’s team was able to crack the case only by setting up a network of permanent primary
eye centers (vision centers). Using population coverage as their key metric, they calculated that
each vision center would cover patients within a five-mile radius, based on the data on attendance
at the eye camps. At the time of writing, there were about 50 vision centers in Tamil Nadu, cover-
ing a total population of 3 and a half million people. These centers cumulatively had registered
over 900,000 patients, well over 20% of the total population. This translates to universal coverage
of that population, according to Thulsi and the Aravind team. Plans are in place to add a 100 more
centers, scaling to a population of 10 million.
Looking back, Thulsi identifies a number of factors that were key in building the organization
and scaling its impact. He is careful to point out that “hindsight is 20/20” and that these factors
were identified only by doing the work and listening to the community—there was no blueprint
from the start with perfectly laid out plans. Many of these keys to success echo similar patterns we
have seen in other cases in this book.
First, basic services can be provided by a basic workforce with a basic level of training. In the
case of Aravind, not every patient needed to see an ophthalmologist, as the majority of clinical
needs of patients presenting at the vision centers could be diagnosed and treated by optometrists
who have two years of training after high school. Technical support was provided by the central
team, and centers were telemedicine enabled. This allowed Aravind to keep costs low, charging
20 rupees per consult, which is less than the bus fare to the nearest eye hospital. Each center
was able to break even as a stand-alone financial unit. This is similar to the case of HLC from
Chapter 4. Decentralization of the services, freshly trained young graduates rather than highly
specialized teachers, low costs, and technical support from the headquarters allowed for each
center to break even and to produce the desired educational (in the case of HLC) or health (in the
case of Aravind) outcomes.
Second, scaling the services require that the processes be tightly packaged for easy replication.
Quality management, standardization, and a detail-oriented approach were necessary. Personnel
were disciplined, accountable, and responsive to patients. To deal with large volumes, it’s necessary
to find the right balance between the “factory” approach of standardized processes and the need
to tailor the human interaction to the local context and the person. While the Aravind Eye Care
130 ◾ Introduction to Social Entrepreneurship
System can be thought of as “mass production” and the goal of its founder was to serve millions, its
services are still tailored to multiple populations. These include children with congenital problems
or infections, workers with refractive errors, diabetics with retinopathy, and adults with cataracts,
glaucoma, and other clinical needs. Process innovations also helped drive the costs down across
the different services, such as the assembly line approach to clinical care.
It’s necessary to find the right balance between the “factory” approach of standardized pro-
cesses and the need to tailor the human interaction to the local context and the person.
Third, tailoring your services to your customers’ needs is the cornerstone of your social ven-
ture. Thulsi’s message draws parallels with the case of Daily Table in the United States, the need
to understand your customer and to offer them the ability to exercise choice. Aravind’s perspective
is that customers are driven by value for money and quality of care and that charity is not always
associated with quality. They don’t advertise to paying customers that they are subsidizing those
who are not able to pay. Customers come to you because they want to get a high-quality, high-
value service for themselves, not because they want to help others.
Aravind has quadrupled its growth every decade, making an operational surplus of 50% on
revenues of tens of millions of dollars, a performance “worthy of any commercial venture.”* Says
Thulsi: “Self-sustainability emerges from a complex interaction of organizational, technical, and
human factors.” Careful consideration must be given to pricing structures, patient volumes, stan-
dardization and effective resource use, and an extremely cost-conscious leadership is needed.†
* http://www.forbes.com/global/2010/0315/companies-india-madurai-blindness-nam-familys-vision.html.
† Mehta, P., and Shenoy, S. (2011). Infinite Vision: How Aravind Became the World’s Greatest Business Case for
Measuring Impact
Targeting Success
This can be one of the most exciting times in developing your social venture. You’ve learned every-
thing there is to know about the challenge and context you are tackling and your target audience.
You’ve designed an exciting and innovative new solution that emerged from your end users and
built a theory of change around it to penetrate that market and that audience and change the face
of the challenge at hand. The first step of implementing your solution and manifesting that change
is setting your performance metrics. Before you start, you need to ask yourself, “How will I know
when I succeed?” To set your strategy, you need to define what success looks like and how you will
measure your impact. Then you’ll work backward from there!
Your social impact is the basis of all you do; it is the purpose of your work. It defines how
you spend your time, allocate human and financial resources, build external partnerships—every
component of your work and your organization. How will you know when you’ve reached your
goal? How will you monitor your progress as you work toward that goal? How will you decide
where to spend your time, money, human, and other resources? And how will you convince others
to support you and invest in you? This is why it’s critical to be able to measure and communicate
your social impact.
To set your strategy, you need to define what success looks like and how you will measure
your impact. Then you’ll work backward from there!
The reason impact metrics is so fun in social entrepreneurship is it’s so challenging! There’s
lots of room to get creative in imagining what changes you’ll see and how you’ll measure them.
Most of the time, in a typical commercial venture, profit is the main indicator of success. This is
used to evaluate the growth of the start-up, its customer base, its sales, and its penetration into the
market. In a social venture, your goal is social change, and you need to find a metric to capture and
track that! Determining whether social outcomes have improved and people have been empowered
requires a lot more creativity. And, on top of that, you’re still tracking your financial viability to
make sure that this venture is financially sustainable! So, you’ll need more than one indicator to
131
132 ◾ Introduction to Social Entrepreneurship
measure the health, growth, and success of your social venture. Let’s dive in and see how others
have done it and how you want to do it for your own social venture.
Theories to Results
We’ll start by building on the wealth of work that you’ve already done. You may not know it, but
you’ve already built the foundation to measure your success. In Chapter 4, we talked about your
theory of change and how you define the change you want to see. You’ve already set your desired
ultimate outcomes and the intermediary effects of your work, which will lead to those outcomes
if your assumptions hold. Next, we’ll take the theory of change one step further, building on it to
create the logical framework of your organization. The logical framework will lay the foundation
for your building your organization, operationalizing your theory of change, specifying how you
will execute on your vision, and forming the blueprint of your work. It sets the stage for budgeting
and business planning, which we’ll focus more on in the coming chapters. Most importantly, it
sets the stage for forming your social impact metrics.
In this chapter, we’ll focus on the characteristics of robust social impact metrics, providing
examples from existing social ventures. You’ll find as you read more about this topic online and
in other publications that the term social impact metrics is often used interchangeably with other
common terms, including success indicators, success metrics, impact metrics, or performance indica-
tors. The idea behind these terminologies is that the act of achieving success in your social venture
comes hand in hand with the acts of measuring and demonstrating success.
An easy way to internalize the meanings of these different terms is to go back to the core of
the words: a metric is simply a measure. It is used to indicate success. Indicators and metrics are
different words with the same function: capturing results.
What Is ROI?
This is a way of assessing what you are getting out, compared with what you are putting in. An
example with financial metrics is that if an investor puts in $1 million into a venture and gets out
$1.4 million, then this is a 40% return. ROI is used in many fields to compare various options
of where you should put your money. For example, in the field of public health, ROI is used to
highlight smart investments that produce positive population outcomes and quantify the impact
per dollar invested. A bicycle helmet can result in a return of almost $50 for every $1 invested*!
Knowing exactly what you are putting into your social venture and what you are getting out of it
is crucial to expanding your impact.
ROI is only one way to communicate your impact, and you can use measures other than
monetary value on the outcomes side. For example, the social ROI can be the number of students
who stay in school per x dollars invested, the number of cases of a certain disease prevented, or the
number of jobs created. Even without converting these into their estimated monetary value, this
measure still allows you to compare different routes or different ventures. The cost of keeping a
child in school, the cost of preventing one case of disease, or the cost of creating one job is another
way to evaluate different options when forming your plans or approaching different investment
opportunities.
Focus on what you want to achieve and what the obvious indicators are that will let you and
your stakeholders know if, when, and to what degree you have achieved your goals.
134 ◾ Introduction to Social Entrepreneurship
Decide Early On
You want to measure the change you are creating from the moment you start. One of the very first
decisions you need to make before launching is to decide what you are going to measure—what
pieces of data will indicate success. The reason it is not recommended to leave this to a later stage
is that defining the indicators you are working to achieve will help you define your work plan
and business plan. You can always revise your success indicators at a later stage in your journey if
evidence points to a need for adjustment. This may happen if you find that the indicators you have
set are not truly reflective of the change you are achieving or if the data collection is not feasible
or takes up too much time and resources and needs adjustment. But doing the work and then
deciding what to measure is generally not a good idea. This is why we start early on by defining
the metrics. They are the core drivers of our work, not an afterthought. Building your business
model and work plan and then deciding on your metrics may run the risk that your organization
or initiative goes in a different direction from what your mission, vision, and theory of change
have set out to accomplish.
Measure Inherently
Ideally, you’d like for the measurement of your success indicators to be a part and parcel of your
work, rather than an extra step. Think about what steps your team, suppliers, providers, end
users, and other stakeholders are already taking. Discuss with them what they feel and observe
are the important pieces of information that can be gleaned from their roles and processes. What
information can you collect through your core operations? Streamlining the processes, human
resources, time spent, and associated financial costs are all keys to your success, across the board!
This applies to all components of your work, first and foremost measuring your success.
to build on. The work you have done at that earliest stage may be the most valuable resource to
inform your comparative statistics. In an ideal situation, you will have statistics available to you
on the current status in your target population (such as infant mortality rate). In a less than ideal
situation, you may have to refer to average statistics, citing reasons that point to your target popu-
lation being above or below average.
One powerful step you can take is to collect your own statistics when starting out on your
social venture. This is often the most valuable use of your time and resources, not only to have a
reference point to compare to in the future but also to better understand the setting you are work-
ing in and tailor your intervention to be as effective as possible. It might represent an extra step,
but this will be a one-time investment, so it’s worth considering.
Baseline Data
This brings us to the importance of collecting baseline data. You can measure your impact only if
you have adequately characterized the situation before you implement your venture. Oftentimes,
you can do this as part and parcel of implementing your venture. For example, you can interview
136 ◾ Introduction to Social Entrepreneurship
mothers bringing in their infants for vaccination, asking them either whether they brought them
in last year or whether they missed their last appointment. Other times, it might be necessary to
take the extra step of collecting baseline data before implementation. This could entail imple-
menting measurement systems before implementing the intervention—for creating or strength-
ening the existing medical records system to track the number of missed appointments. Another
approach is to select a comparison site where the intervention is not being implemented.
You can measure your impact only if you have adequately characterized the situation before
you implement your venture.
Linking to Quality
In certain cases, your intervention might entail the implementation of a certain product or pro-
cedure that is reported to improve outcomes. Let’s take the case of the medical device designed
to reduce neonatal deaths. To track your growth, you might decide to track the number of clinics
in your target area that have implemented this device. Here, it’s important to link the previous
indicator to quality control indicators, to ensure that there is no room for error. If the device is
used incorrectly, the number of clinics that have implemented this device will not be an accurate
reflection of the health outcomes you are assuming. The number of clinics does not reflect the
ultimate social outcome we’re working toward (reduced neonatal deaths) but reflects instead a step
we are taking that is necessary to get there. To link this to the social outcome we’re looking for,
it’s important to focus on quality indicators too. Any gaps or shortfalls in linking the number of
clinics to the number of deaths prevented could be addressed by working on quality of care.
Another common mistake is to measure the “number of people trained.” Training people does
not ensure that they will correctly execute and apply the skills they have gained, nor that they
have even gained the skills you set out to train them for in the first place. Gaps between number
of trainings conducted and actual learning outcomes may reflect a need to improve the quality
of training or the content, or change the way participants are interacting with and applying the
information and skills provided.
Measuring Impact ◾ 137
Designs have been demonstrated to reduce exposure to indoor air pollution by replacing tradi-
tional cook stoves. Therefore, tracking the number of clients using them and conducting quality
control checks are accurate methods of quantifying social impact. It may be beyond the scope of
the organization to measure population health outcomes over time, such as reductions in the num-
ber of cases of pulmonary and cardiac disease, but because of the robust scientific link between
these diseases and exposure to indoor air pollution (as published by numerous scientific research
studies), it is sufficient to measure the reduced exposure to indoor air pollution, given the wealth of
evidence on improved health outcomes associated with reduced exposure. Another social impact
of solar-powered cook stoves is a reduction in greenhouse gas emissions by eliminating the burning
of wood to power traditional cook stoves. This has also been quantified, and thus, it is possible to
directly link the number of clients consistently using the cook stoves to the reductions in green-
house gases.
The most classic example of this scenario is if your social venture is increasing access to a basic
social good: clean water, education, healthcare, shelter, or even financial services or other programs
targeted for poverty reduction. In some cases, access itself is a basic human right and the ultimate
social impact. In other cases, access is linked by existing evidence to improved social outcomes
and is sufficient to illustrate social impact. An important note here is to keep in mind the quality
assurance aspect described previously. Providing access to clean water is only a social impact if you
can demonstrate that the water is clean by a set of prespecified standards.
Further Considerations
Valuating the Supply Chain
Because every social venture involves a supply chain (the people and processes involved in the
different steps of putting together the social product or service), it is valuable to think about the
Measuring Impact ◾ 139
social benefits incurred at each step in the supply chain. If your product is an object that is made
of many parts, where are you getting the parts to put together in producing it? If it involves
distribution, who is getting the product (and the parts that go into it) from point A to point B?
If it involves sales, which individuals and/or retail establishments are benefiting? Many social
ventures are built around building supply chains that create new jobs, empower marginalized
populations, and foster change through the process, not just the outcome. For example, a social
venture providing eye care is focused on the outcome. But a social venture providing average
consumer goods by employing people with impaired vision is focused on the process. In this
case, the number of people with impaired vision who are now sustainably employed is their suc-
cess metric. Even if your social venture is focused on the product or service itself, you still need
to think about the process. Both product and process should be measured: you want to make
sure that you are achieving your intended outcome without incurring unintended consequences
along the way.
Management Indicators
We’ve focused up until now on measuring the outcomes you’re working toward, since those are
your bottom line, and figuring out what success metrics you’ll use to capture them. But don’t for-
get, you are running a venture here, and you will also need to track your internal operations and
performance to get there! Every company and venture needs to make sure it’s doing its work right.
So, while this chapter focuses mostly on outcome, here is just a shout-out for you to start thinking
about your internal management systems too.
Chances are, you’re not going to hit the bull’s eye at the first try and reach the outcomes you’re
targeting. You’ve already seen how much prototyping, testing, and piloting are involved in build-
ing a successful social venture! In addition to measuring your impact, you’re also going to have to
keep track of your own internal “control knobs”—these are your internal operational indicators
that will reflect what parts of the process you should adjust to get better results.
For example, you can refer to the uptake of your product or service by the target community,
i.e., the number of people in your target audience who are using it. Do you need to focus on sales
and marketing to have a bigger impact? Or let’s say uptake is high but you’re still not seeing results.
Do you have the right monitoring systems in place to track whether it’s being used; by whom and
when and where; and whether it’s being applied correctly? The latter can be demonstrated through
observation or a simple checklist. This isn’t adding extra steps to your work, it is your work. These
are the kinds of performance or operational indicators that tell you whether you’re implementing
your venture in a way that is getting results.
and analysis process, like HLC did. Investing in technologies—whether hardware, like the tablets
they used in the field, or software, such as data management and analysis packages—may yield a
high return in terms of your ability to produce and communicate your social impact metrics. This
may also require human resources investments such as training. As you hone in on what metrics
you’re going to use to indicate success, step back and ask yourself how you can build a system
around this so that it will be an integrated part of your venture.
One of the final pieces of the social impact metrics assembly line is communicating your
results. We will focus more on this in Chapter 12. Most importantly, a feedback loop is needed to
tie your assembly line together. Communicating your results to the outside world is one goal, but
communicating and reflecting on your results internally are crucial to evaluating your work and
strengthening your systems. In the social service sectors, these systems are referred to collectively
as monitoring and evaluation (M&E).
needs, educational level, agriculture, and scouted different counties. Next, we will scale
to other districts. I think it could work in other countries, even South Sudan. You need
to engage all community members to ensure maximum participation so they own the
program. They identify priorities and spearhead what they want done. For example, it
would be better to identify the crops the local people plant so that you support them
with that but only improving the method and techniques for doing the farming.
TC: What about people who say that it’s too geopolitically rooted and complex to solve?
BM: I don’t think it’s very complicated. We make it very clear. We invite stakeholders, talk
about what we are able to offer, make expectations clear and spell out each party’s
roles and responsibility so that it becomes a shared common goal. We stay politically
neutral, choose members well, and now, we have incorporated a cooperative strategy
in Kuria East to make work even easier. It becomes complex when some leaders espe-
cially administration are left out or when a certain clan feels left out in planning and
executing our goal in a certain area. We are all seeing the changes and feeling the
impacts as a team and as a party in this model.
The measurable outputs produced to meet those objectives will be assignments, such as the
following:
The importance of these assignments is that they can be graded by the instructor, thus provid-
ing a metric that indicates whether the student has successfully achieved the learning objectives.
144 ◾ Introduction to Social Entrepreneurship
Overarching goal: What is the social outcome you are working to achieve?
Outputs Activities Success
Objectives needed to needed to Cost Time indicators
(S.M.A.R.T.) reach those produce those estimates for estimates for (targets and
objectives outputs these activities these activities milestones)
Figure 7.2 provides a template for you to fill in up to three objectives and list all the outputs
you’ll need to produce in order to reach those objectives. You can play around with it and tailor
it to your needs; you might have fewer than three objectives—or conversely, a more complex
framework—but give it your best shot and chances are you’ll discover a lot about how to clarify
what you’re trying to do and how you’re going to do it.
looking for? Both the content of the survey and the way it is administered matter, or a survey might
not be the most effective tool—maybe spot-checking a random sample to conduct more in-depth
interviews, measurements, or diagnostics is the way to go. This may include investing in experts
up front, and it may include hiring a M&E officer. Or it may include investing in technology to
streamline the M&E process—like the tablets HLC procured for each center and like the software
that most of you will purchase or the coders you might hire. All these steps should be factored into
your activities, timeline, and costs, whether you use a logframe or any other planning tool. In the
next chapter, we’ll talk more about assigning financial and time estimates to your activities.
steps you can take in your intervention is to invest time and resources gathering this information.
Second, using a participatory process for setting your targets will help ensure that they are realis-
tic and feasible and that your stakeholders are as invested in reaching them as you are. Engaging
your end users, suppliers, providers, collaborators, and other stakeholders in the decision-making
process will help make the process less daunting.
Third, reflecting on the community attributes you have learned about during your initial and
ongoing community-driven research will help inform your decisions. Depending on the assets
available to you, including human, physical, and financial capital, and the efficiency of the systems
you are relying on for your value chain, you can estimate whether it is realistic to set a 100% target
(e.g., eradicating under five mortality in this community) or a nonabsolute target (e.g., reducing
under five mortality to a specified level, taking into consideration infrastructural factors, etc.).
Benchmarking against other settings is also advisable. What were other communities able to
reach? Has this challenge been completely eradicated elsewhere? What are the statistics in other
populations? Last but not least, consult your own experience and the experience of your team and
wider community. What could go wrong, what external factors are beyond your control, what are
the strengths and weaknesses of your team? In the next chapter, we’ll talk more about assessing
these risks and external factors that can help you evaluate and refine your targets to ensure that
they not only reflect what is physically and hypothetically possible in the best case scenario but
also incorporate the most likely scenario depending on the environment in which you’re operating;
and to have contingency plans in place for the worst case scenario too.
by pre/post surveys, etc.). With time it could evolve into a more automated software or system
requiring more than one team member.
The first step is the monitoring, where you collect and analyze data. Setting up your monitor-
ing system involves choosing your targets, deciding how you are going to gather information on
these targets, where you are going to store this information, and how you are going to summarize
and characterize your results in order to use this information in your day-to-day management.
Evaluation is step two, where you compare the results against your initial targets. What did you
set out to do, what have you accomplished, and how did you accomplish it? It is important to
note that when you evaluate your social venture, you are evaluating not only outcomes but also
processes. Did you engage the target population in a way that empowered them? Do you need a
new strategy, or if you already have one, were you able to follow it, and did it work? Have your
resources been used efficiently and effectively? Are there any trends or patterns over time that
suggest that your operations and impact may not be sustainable? What are the stakeholder impli-
cations of your results? Indicators to answer these questions should be included in the data you
are collecting.
Monitoring and evaluation aren’t always discrete events. If you’re able to automate your data
collection and analysis, you should be able to constantly and continuously evaluate your perfor-
mance and progress by monitoring both process and outcome metrics that will inform your deci-
sions moving forward.
co-creating with the community, designing your solution and theory of change, operationalizing
that theory, and selecting your social impact metrics. This will empower you to tie your bottom
line of social change with the support structures required to get there, which we’ll cover in the
last few chapters: financing, organization building, communicating, external partnership, and
expansion.
1. What is the social outcome you are working toward? (You can pull this up from your theory
of change assignment from the last chapter.)
2. Write down one or more SMART objectives that you think you can reach toward that goal.
Remember, the less the better to start out, in terms of the number of objectives.
3. How will you measure your progress? Write your key impact metrics in one sentence each
and summarize the processes, tools, and systems you will use to collect data for this in
another sentence. (You can write down more than one sentence for each in your own records,
but make sure to come back and summarize each in one sentence for this chapter challenge.)
4. What is the baseline? How much progress against the baseline will you aim for? You can
choose your own timeframe in answering this question. It can be a long-term goal (10 or
20 years) or a short-term goal (5 years or less). The way to get there is to go back to the assess-
ments you’ve already conducted, such as your asset mapping, talk to any stakeholders you
can, and compare with what other people have been able to do in other settings.
5. What outputs will you need to produce to reach this target? List the outputs by objective.
You can use the logframe template if this helps.
6. What inputs are needed to produce those outputs? For each input, estimate the cost and
time needed. Include human resources, physical resources, financial, and other resources.
Try to be as specific as possible. Yes, this is a huge assignment! In the next chapter, you are
going to complete your business model, so be prepared!
CHAPTER SUMMARY
◾◾ In a social venture, the bottom line is the social change you are working to create. It’s
up to you to define what success looks like and how you’ll know when you get there.
◾◾ Standardized social impact metrics exist, and it can be helpful to work with these in
case you find yourself being compared with other social ventures in the future (for
example, by a funder). But you don’t have to—you can make your own!
◾◾ When choosing your impact metrics, find something that’s easy to measure without
being costly or taking too much time and that can be measured inherently as part of
your work rather than as extra work.
Measuring Impact ◾ 149
◾◾ Although you’re focusing on capturing the social outcome you’re working toward, you
may need to capture intermediary outcomes along the road so that you can evaluate
progress, if your outcome takes a long time to change (which most do).
◾◾ You’ll also need to measure the “control knobs” of how you’re trying to achieve your
goal, so that you can adjust these if needed. These are the process metrics, as opposed
to the outcome metrics. Both are considered performance metrics, only the latter indi-
cates social impact. Measuring inputs does not indicate impact.
◾◾ To flesh out your inputs, outputs, outcomes, and impact, it’s helpful to use an organi-
zational tool such as a logical framework. This helps you operationalize your theory of
change and gets you ready for business planning.
◾◾ At the end of the day, you are monitoring your progress in order to evaluate your work,
decisions, and actions—not just for the sake of it. Measure what you need.
Fully equipped:
1. Able to identify gaps in four key areas of need
2. Able to design sustainable, scalable solutions based on best practices
and lessons learned that create measurable impact
3. Implements, manages, improves, and scales these solutions
4. Able to innovate past challenges (redesign) as they arise
5. Access to a reliable, market-based capital source for sustained operations and growth
The leadership training is based on the premise that people living in poverty are marginalized
by discrepancies in power and that international development programs don’t work because local
leaders see themselves as beneficiaries instead of change agents. Nuru’s goal is for local leaders to
run a community development organization that is financially self-sustaining. Nuru works with
local leaders to become effective managers, solution builders, decision makers, and problem solv-
ers. The team then works together to remove physical and psychological barriers preventing effec-
tive solutions and to design and implement impact programs that equip communities to overcome
the obstacles and environmental disruptions to ensure that these solutions are long lasting.
Impact programs fall into four main themes: agriculture, financial inclusion, health, and edu-
cation. As an example, in Kenya, Nuru’s local team developed an agricultural program that pro-
vides a package to farmers including a farm input loan with seeds and fertilizer, technical training,
extension services, and group support structures. Farmers finish repaying their loans after harvest
and take their surplus produce to market with the assistance of Nuru’s local team.
Nuru’s local team also provides financial literacy training and one-on-one coaching to
strengthen the money management skills of farmers; and supports farmers to form a savings group
that creates access to basic financial services, namely, savings and loans. Nuru Kenya healthcare
field officers provide home visits in which they deliver tailored information on disease preven-
tion and offer affordable commodities such as soap, water purifiers, and bed nets. Nuru Kenya
Education provides remedial education at rural primary schools, along with teacher training and
curriculum development, to strengthen local schools and improve education outcomes.
These impact programs are funded by revenues from Nuru Social Enterprises, a holding com-
pany that invests in local entrepreneurs in the countries where Nuru works and incubates local
business ventures that can return a profit both to shareholders and to Nuru to fund the impact
programs. Examples include dairy, poultry, honey, and consumer products (Figure 7.4).
Nuru’s team developed an M&E strategy with program indicators based on Nuru’s logical
framework. While certain parts of the logframe were easy to measure, such as the outputs, which
are tangible, direct products of program activities; the long-term outcome proved far more chal-
lenging. How do we know that Nuru is achieving its goal of eradicating poverty? Nuru’s M&E
director, who developed the strategy, referred to this as measuring the “parts” versus the “sum
Measuring Impact ◾ 151
1. Investors
3. Shareholders
Profit (minority %)
Nuru Social
Enterprises
Kenya
Nuru
3. Profit (%)
Social
Enterprises
U.S.
Holding company
Nuru Social
Enterprises
Ethiopia
2. C
apital investment
4.
Im
p ac
t prog g
ram fundin
3. Shareholders
Profit (minority %)
of the parts.”* The parts refer to the outputs, which are tangible, direct products of program
activities. These were measured by indicators for each program area such as agriculture input loan
repayment rates, savings deposits, group savings loan repayment rates, literacy and reading com-
prehension in children, and adoption of healthy behaviors leading to saved lives and saved money.
(The latter included 12 health behavior indicators such as treating water, using a latrine, sleeping
under a mosquito net, delivering in a clinic, and having newborn consultations.)
While these outputs are already directly linked to the ultimate outcome of poverty alleviation,
Nuru’s team was intent on measuring the sum of the parts in order to understand and optimize
the composite impact of the programs on poverty. Here, the team emphasized the importance of
finding a tool that aligned with their definition of poverty. Nuru’s team selected the multidimen-
sional poverty index.† Other commonly used tools are the multidimensional poverty assessment
tool‡ and the progress out of poverty tool.§ Poverty reduction is one of the most complex outcomes
to measure because it is multidimensional. Social ventures such as Nuru, which tackle multiple
dimensions of poverty, are tasked with assessing their impact on both the parts and the sum of
the parts. Other social ventures that we will visit in other cases may focus on one pathway, such as
income, health, education, energy access, etc.
* http://www.nuruinternational.org/blog/monitoring-and-evaluation/lessons-learned-measuring-parts-sum
-parts-poverty-alleviation/.
† http://www.ophi.org.uk/.
‡ http://www.ifad.org/mpat/resources/mpat_brochure.pdf.
§ http://www.progressoutofpoverty.org/about-us.
152 ◾ Introduction to Social Entrepreneurship
But measuring impact is only the first step. This is referred to as monitoring, which tells us
whether Nuru has made a measurable difference. Evaluation of the program then requires assessing
whether the program is on track to meet its objectives or whether it is ahead of or behind schedule;
understanding why and making adjustments in the planning and implementation accordingly. It
also requires constantly checking to ensure that the programs and the corresponding monitoring
tools are relevant to the local community or whether they need to be adjusted.
Another part of the evaluation process is thinking about whether this program and these
results are scalable. This involves asking yourself whether these could be applied to other areas of
your work and in other settings and locations. Last but not least, will they last? To answer this
question, Nuru’s team developed a financial sustainability ratio and a leadership sustainability
index (Figure 7.5).
Getting results was one thing, but making sure they would last was a whole other ballgame. To
assess financial sustainability, Nuru’s team compared expenses of the impact programs with profits
from Nuru Social Enterprises (Figure 7.6). Operational self-sufficiency was defined as the ratio of
revenues to expenses; for example, if the social enterprises achieved 100% cost recovery, then they
had an operational self-sufficiency of 1. While this meant that they were able to generate enough
revenues to cover their own costs, this ratio would not allow them to also support the impact
programs. Thus, operational self-sufficiency requires the social enterprises to achieve more revenue
than expenses so that excess revenue can be distributed both to investors and to the impact pro-
grams. The financial sustainability ratio was defined as the profit of the social enterprises (revenues
minus cost) divided by the expenses of the impact programs in the same country. For example, if
the social enterprises in Kenya covered all the costs of Nuru Kenya’s impact programs, then the
financial sustainability ratio would be >1.
• NI’s exit strategy consists of impact, leadership sustainability, and financial sustainability.
• NI staff will exit completely when all three exit strategies are met.
a b c
Leadership Financial
Impact
Sustainability Sustainability
But money isn’t everything. In order for the social impact to be sustainable, local leaders must
be able to operate and sustain their organization independent of international staff. This is where
the central pillar in Figure 7.6 comes in: leadership sustainability. Nuru’s M&E team created a
leadership sustainability index, using a number of measurement tools (Figure 7.7).
Once Nuru’s team has enough evidence to indicate that they had helped create the desired
impact and that it was sustainable both financially and through local leadership, then they will
make the decision to exit. Thus, the M&E was created to inform decision making, not just for the
sake of it. To equip themselves to use these results in a systematic decision-making process, Nuru’s
Postassessment To assess staff after leadership Written test taken All levels (levels After each
trainings on understanding of main by staff members 1, 2, and 3) leadership
concepts taught training
Staff in-person To assess staff ’s readiness for Nuru Oral self-report All levels (levels Once a year
international’s exit from the project survey, 1, 2, and 3) (usually in
survey June)
administered by
M&E team
Performance For supervisors to assess staff on Written human All levels (levels 2×/year; June
performance of specific job resources 1, 2, and 3) and December
evaluation
responsibilities assessment on
staff performance,
filled out by
supervisor
Staff leadership For supervisors to asssess staff on Written Field managers, 2×/year; June
various skills necessary to operate assessment on district managers, and December
review
the project independent of Nuru staff performance, and senior leadership
international staff (not assessed filled out by (levels 2 and 3)
through performance evaluations) supervisor
Figure 7.7 Data collection tools to inform Nuru’s leadership sustainability evaluation.
154 ◾ Introduction to Social Entrepreneurship
team developed a dashboard that helped their leadership visualize all the results, “the sum of the
parts,” to inform next steps and strategy.
Nuru’s M&E director at the time, Veronica Olazabal, pointed out that assessing progress
toward impact is complex and requires the use of a combination of lenses. But not everyone will
need a 10-indicator composite index for social impact, complemented with two additional indices
to determine the sustainability of that impact over time! Nuru’s case is one of the more complex
in terms of multidimensional impact measurement and evaluation. Your social venture will prob-
ably not require so many moving parts. Nuru is still a young venture and has still not reached the
desired impact, although preliminary evidence indicates that it is well on its way. The reason it
has been selected is to demonstrate that no matter how elusive measuring impact can seem, there
is always a way to reflect success in progressing toward your goal and the social outcomes you are
working to improve.
Chapter 8
Completing the
Business Model
Over the past few chapters, you’ve been taking key steps to build your business model. This starts
with your value proposition, the 5Cs and 5Ps of your market plan, the nuts and bolts of your oper-
ations and distribution, and your social impact targets. These components of your business plan
have been developed with the goal of maximizing your impact while ensuring financial viability.
Now, it’s time to put it all together and make sure the numbers add up!
Your complete business model ties together the different parts of the equation that you’ve been
hard at work figuring out. It answers the following questions:
There are numerous business models that other social entrepreneurs have employed before
you—or you can invent your own! We’ll explore some examples together, to give you a sense of
how others have made it work, and then you’ll find what works for you. The key is to calculate
what resources are needed and what opportunities you have to cover those resources. Your busi-
ness model is basically a combination of your impact model (how you make change), your revenue
model (how you make money), and your cost reduction strategy (how you keep costs minimal).
155
156 ◾ Introduction to Social Entrepreneurship
in order to meet your objectives as well as the inputs (activities, people, time, money) that will
be required to produce these outputs. The next step is to create your start-up budget. A budget is
simply a table that organizes the various costs.
Costing is the process of putting a number on all the resources you require. How much will it
cost you to reach your objectives? Start with your first year. Who do you need to hire, what equip-
ment do you need to buy, how much will you need for transportation, utilities, physical spaces?
All you need to do is check back in with the organizational framework you created in Chapter 7,
which has listed the main steps you need to take. Then ask yourself, is it missing anything? Are
there any costs not directly associated with a specific output but are just general or administra-
tive costs required to run this venture? Don’t forget about communications: building a website,
hiring someone to maintain your social media, etc. Legal, accounting, and filing costs should be
included—if you’re going to register a new organization, you’ll need technical support on that,
you’ll need to file for taxes, and these all require a budget.
To create your budget, you simply organize your costs into a table. This is usually done in a
simple spreadsheet, using basic computing software. It’s helpful to organize your costs by cat-
egory; for example, how much will you need for recurring costs compared with starting capital?
Starting capital means money that will be invested upfront to get this venture going. For example,
it could be buying new equipment, paying for software, website or app developers, conducting
initial research, and other steps required to launch your venture. Recurring costs means ongoing
costs required to keep it going. Salaries are recurring costs, rent and utilities are recurring costs,
transportation and communication are recurring costs.
Recurring costs should be divided over time, so that you can calculate how much you will need
at different stages—for example, each month, each quarter, and each year. They should also be
divided into fixed versus variable costs. Fixed costs will recur regardless of your level of production.
Examples include your rent and base salaries. Variable costs will increase or decrease depending on
how much you are producing. Some salaries or extra payments may have to be added, for example,
if more people are needed. You might spend more on utilities, communication, and transportation
if you have a larger volume of work. This is good! It means your operations are growing! You just
have to be sure that you’ve factored it in.
Planning your growth costs is also advisable at this point. Depending on your distribution
model, you need to think ahead about how much each stage of growth will cost. How much will
each new branch, franchise, or point of sale cost you to launch and then to maintain? Different
sites might have different fixed and variable costs, depending on location and other factors. When
you are forecasting your costs and revenues, it’s important to think beyond just your pilot. While
expanding your operations is costly, at the same time, in many cases, it’s also a requirement for
financial viability.
Forecasting Growth
You can create separate budget tables for each point of sale or service, as well as a central table
that analyzes the combined costs and revenues to determine the overall financial viability. In most
cases, your largest costs are the initial start-up costs of developing and testing your venture, and
the relative cost of starting each new point of sale or service decreases over time in relation to
the revenues they will bring. This is what we refer to as economies of scale. In many cases, grow-
ing and reaching large volumes are the only ways you can get your revenues to cover or exceed
your costs. In other cases, it might be the other way around and your optimal operating size
might be smaller. This could be the case if you grow into new markets—whether geographic or
Completing the Business Model ◾ 157
demographic—where your model is less effective. It could also happen if you grow too soon and
don’t have the sufficient processes and human resources and, as a result, you end up losing time
and money to fix it.
Like everything else in your venture, your business model and your growth model need to be
evidence based. Research each growth scenario to get the forecasted costs and revenues for your
growth plan. Question the assumptions behind each forecast. You’ll never have all the data you
need, but at least you can do your best to make your estimates based on data from the field. This
will allow you to compare different scenarios and evaluate the financial viability of each.
Revenue Models
Here’s where it gets interesting! You’ve done everything you can to minimize costs, and now it’s
time to make sure that your revenues cover your costs. This is the make or break of a financially
viable venture. The first component of a revenue model you’ll look at is pricing. The interesting
thing about pricing is that it’s not always as obvious as it seems. Many people might assume that
a social entrepreneur should price their product or service at cost, charging the minimal amount
possible to keep your operations going. However, in most cases, your pricing should be informed
by your market research. What did your market research tell you? How much are people willing
to pay for a unit or package of your product or service?
How you bundle your offering is one control knob in your revenue model that you can play
with. How people pay for it is another aspect. Will you need to finance it, or will it be an upfront
payment? Are people paying in cash, or are other forms of payment more preferable in your target
audience? We’ve learned that it’s not only the product design that’s piloted, it’s also the pricing
and revenue model. Did you roll out a “test batch” and get customers’ feedback? Have you tried
158 ◾ Introduction to Social Entrepreneurship
different price points and payment methods? These are the data that will help you build a finan-
cially feasible system around your solution.
One scenario to be prepared for is that in some cases, even if you were able to get your
costs down to the lowest possible level, it might still not be low enough for your target audi-
ence. In this scenario, you would need to find ways to make up for your losses—that part
of each unit’s cost that won’t be covered by its price. Differential pricing is one way to make
up for these losses, by offering the same product or service to different audiences at different
prices. We’ve seen this with One Earth Designs, Aravind Eye Care Systems, and many others.
Diversifying your revenue streams is another way to make up for these losses, by offering a
range of products or services that may be more profitable, to help cover your costs. You can
also supplement your revenue from sales or fees, with other forms of revenue such as grants
or donations. These are three different options for subsidizing the cost of your product or
service to your target audience, if needed. But even if you have to go for one of these options,
you’ll still need market research to determine what the optimal price is to get your end users
to value your product.
Scenario Analysis
Right now, you’re probably asking yourself some very important questions. The first might be: how
can I put together my starting budget if I’m still exploring various scenarios to make this all work?
The answer is that it’s not only possible to compare costs and revenues for different scenarios, it’s
also necessary that you do so at this point. This is all part of testing different prototypes for your
delivery model! You already know that all the scenarios you’re exploring operate within the context
of your social goals—they’ve all been developed around the solution you’ve built with your end
users. Comparing the costs and revenues possible for each scenario is one of the most important
things you’ll do at this point to assess feasibility and find a viable path to take in moving forward.
You can make one table or tab per scenario, to compare the financial feasibility of each. You’ll
need different resources for different options; for example, branches versus franchising or manu-
facturing centrally or decentralization, etc. You’ll also have different revenue opportunities in each
scenario, and you’ll need to compare various combinations of each until you find one that you feel
comfortable getting starting with.
The iterative process is ongoing. Even at this stage, you might have to go back to the drawing
board with many aspects of your social venture. This is not something to be discouraged by; it’s
something to be reassured by, that every social entrepreneur has had to do this! If the numbers
don’t add up, you keep innovating, designing, brainstorming, prototyping, and testing different
options until they do. Assessing different revenue models can take multiple iterations before you
can get the revenues to cover the costs.
Pro-Forma
An income statement allows you to combine your costs and revenues to see how they add up. Just
like the budget tells you where you are spending your money and when, the income statement
tells you where you are getting your money from and when. If you have different products or
services that you’re testing, different locations, or different customer segments, you can organize
your revenue streams from each one. You can also note patterns and trends over time; for exam-
ple, your sales might peak during certain times of the year. Income statements, like budgets,
Completing the Business Model ◾ 159
are also organized according to your sales cycle—the length of time it will take you on average
to get your product or service to your end user, and to get paid. This describes the life cycle of
each unit of product or service, telling you how long you’ll need to wait between incurring costs
and generating revenue. This could be by month, quarter, year, or something in between. Some
smaller ventures even summarize this information on a weekly or daily basis. Preparing your
income statement simply entails entering data on your sales and how much you made—think of
it as a form of financial inventory! You can either manually enter this information into a simple
spreadsheet using basic computing software or set up an automated system for tracking sales
and automatically entering revenues (similar to those you might observe at retail and service
points on an everyday basis).
Before you launch your venture, it’s helpful to create a “pro-forma” income statement
(Figure 8.1). This means that, although you may not have begun your revenue streams yet, you
can project and estimate the revenues you will be making. You can even try out different ver-
sions to compare various options for pricing and revenue models that you may be considering!
For example, what would my income statement look like if I went with option A versus option B?
Filling in the numbers here will require you to make certain basic assumptions such as the number
of customers you are projecting.
Again, use the evidence you’ve collected in the field to inform these assumptions. Try to be as
realistic as possible and estimate the most likely scenario. Then, take it one step further and calcu-
late your best- and worst-case scenarios. How do these compare to your most likely scenario based
on your market research? Is it a wide margin? What can you do to prepare for a less-than-optimal
outcome? While we are taking all the measures that can get you to your most likely scenario (or
better!), we also need to make sure you’re prepared for the worst-case scenario. It’s usually recom-
mended to make conservative estimates and to make sure that you’re prepared with a financing
plan to get you through lower-than-expected starting numbers.
When you are done estimating your revenues, you subtract your costs to calculate your profit.
If you are using your total cost per unit sold, then the difference will be your net profit (overall
Q1 Q2 Q3 Q4 Total in the
first year
Sales + + + + +
COGS − − − − −
Gross profit
Shipping and − − − − −
logistics
Marketing and − − − − −
customer
acquisition
Product − − − − −
development
General and − − − − −
administrative
Total
operating
expense
Pre-tax ? ? ? ? ?
income
profit) once you remove taxes. If you are using your COGS, then the difference will be your gross
profit—you’ll have to then subtract operating expenses and other expenses to get your net profit.*
This is the last line at the bottom of your income statement, which is where the word “bottom
line” originally came from!
You’ll notice that the sales bring in positive cash flow, while the other lines in the income state-
ment incur negative flows (various costs and expenses). Question marks have been placed on the
bottom line of the template because you’ll need to determine what the resulting balance will be.
When you first start, your balance might be negative, which means you’re not generating enough
revenue to cover your costs. This is normal and healthy! As you proceed and your customer base
grows, you’ll start covering your costs and achieving a positive balance. Any surplus revenue can
be used to fuel growth.
When you reach that point where all costs are covered, this is called breaking even. It’s impor-
tant to estimate your breakeven point in order to plan ahead and secure enough funding to fuel your
own growth before the revenues start rolling in! This template provides an example for the first year,
but your pro-forma will most likely need to include multiple years. Most new ventures take several
years to break even; a common breakeven point is three to five years, and in some cases longer. This
is because so much time is invested in getting to a point where the venture is self-sustaining.
* In addition to taxes, you may have other considerations to account for such as interest, depreciation, and amor-
tization. This is why you’ll often see the abbreviation EBIDTA used here, referring to: earnings before interest,
depreciation, tax and amortization.
Completing the Business Model ◾ 161
and pricing. Thinking to your own personal experience, when you go to the grocery store,
you will notice that if you buy in bulk, the price per unit decreases. Similarly, a venture
that produces in bulk will have a lower cost of production per unit in most cases. The social
entrepreneur can decide whether to keep prices constant, in which case profit will increase, or
whether to lower prices if this may result in more people accessing the product or service or
even whether to increase prices if this is part of the growth strategy. Some ventures can choose
to start at lower prices in order to gain a market and then increase their prices for certain seg-
ments of the market if this will result in increased financial sustainability while continuing
to reach the target audience, especially if they experience customer segmentation amenable to
differential pricing.
Staying Lean
We’ve already talked about designing for affordability, about the different dimensions of poverty,
and the AAAQ checklist. Remember that you are working in a setting where the market has failed
to provide a solution for this social challenge. As you build your business model, operations, and
other components of your social venture, keep this in mind. You need to be a lean, mean solution-
providing machine!
Being lean simply means that you stretch out your resources to the max and set yourself up
such that you get far with few resources. You are looking for the distribution channels, administra-
tive setup, and other characteristics that will allow you to operate at low cost. Of course, you are
also looking for revenue channels that will cover your costs and allow you to grow—it’s a balanc-
ing act with multiple levers.
The coming few chapters will be infused with tips and techniques to stay lean: where to situate
yourself physically, how to hire lean and outsource where possible, and how to mobilize resources
creatively. For now, this is a shoutout to keep in mind while developing your business model and
business plan that you don’t have the luxury of building anything that is not as literally lean as
possible.
Business Models
Ideally, you would like to have a revenue model that allows you to maximize your social impact
while covering all your costs and more. To maximize your social impact, you would then rein-
vest as much of the profit into your mission as possible. In some cases, however, the nature of
the market is such that profit is not possible. In these cases, the social entrepreneur needs to
generate multiple revenue streams to supplement sales. In all cases, a social entrepreneur devel-
ops a business model with the goal of maximizing social impact. This is why you’ve invested so
much time learning about the social challenge you’re tackling, the population segments you’re
serving, the theory of change that ties your product or service to the social change you’re creat-
ing, and the impact metrics that you’ll follow to track and maximize this change. The business
model then comes in to allow you to maximize those targets because you need money to make
it happen!
Let’s take a look at some of the different types of business models out there. As we learn about
the different models and the thought process behind them, keep in mind that there is no one
method or one correct way to maximize impact. There are different points of view, and different
162 ◾ Introduction to Social Entrepreneurship
people have approached their own social ventures in their own ways. It is up to you to figure out
what model will fit your goals and your theory of change and help you reach the social impact
targets you’ve set out for yourself.
High-Profit Business
High-profit businesses are rare in the social sector because we are often dealing with market
failures and inefficiencies that created the social challenges we’re trying to improve in the first
place. Most social ventures are targeting underserved and marginalized populations, trying to
provide them with basic goods and services such as education, health, water, energy, information,
and other needs. This is what differentiates social from commercial entrepreneurship after all!
However, some thought leaders point out that profit drives scale and that if you can make even a
small margin of profit multiplied by millions, if not billions, of people, then you will have a high-
profit business (see Interview Box 1). One business model that can result in large profits for a social
venture is a low-cost, high-volume model. This means that you’re aiming to serve a large number
of people at a low cost, with the profit margins aggregating to form large overall gains. If you can
achieve this business model, then great! You can serve more people. The important thing is to
keep in mind your number 1 goal, which is to maximize your social impact and work toward your
social mission—in most cases, this will mean reinvesting the profit to grow the social venture.
Hybrid Models
If your product or service does not pay for itself, then you are faced with a situation where you are
not able to recover all of your costs. In this situation, you have a number of options. You can either
Completing the Business Model ◾ 163
diversify your product or service mix or diversify your customer segments. Some nonprofit orga-
nizations find different services they can provide in order to cross-subsidize their social mission.
Others offer their core product or service to a higher-paying customer, to cross-subsidize those
customers who are unable to pay the full cost of the product or service. These options are referred
to as hybrid models. By combining the different revenue streams, they are able to add up to cover
their costs. Most hybrid models aim to break even, using their secondary value chains to cover the
costs of their primary value chains. But some hybrid models find that there is a huge opportunity
to profit using their secondary chains, which can fuel the growth of their primary mission. The
important thing is not to distract resources, time, and attention from the primary mission if you
don’t have to.
Another form of hybrid model is the nonprofit model where non-trading revenue streams (such
as grants and donations) are used to supplement sales from the primary product or service. This is
a highly risky business model, as grants and donations are not guaranteed. They may certainly be
used to fuel your start-up costs, and often, your ongoing research and development costs. But ide-
ally, what you would like to have is a product or service that is somehow tied to a revenue stream
directly related to providing that product or service to your end user. Challenge yourself to find a
business model that is based on trading activity. This means that either:
◾◾ Your end user is able to pay the full cost (or more) in exchange for the product or service;
◾◾ Another end user pays a higher price to cover the cost of your target audience;
◾◾ You have a range of products or services whose revenue streams add up to cover costs; or
◾◾ You have multiple stakeholders partnering to contribute various resources, each in exchange
for a benefit to themselves (e.g., public–private partnerships).
If you are unable to cover the costs of delivering your social mission using one or more of these
models, then you can supplement it with a set of non-trading revenue streams, achieved by apply-
ing for grants, securing ongoing donors, holding fundraisers, etc. However, as a general rule of
thumb, the more you can minimize your reliance on these sources of revenue, the more sustainable
your venture will be in the long run.
TC: Jigar, you use innovative payment schemes to spread the use of
solar power. In developed settings, you used carbon wedges,
which entails replacing existing cars or existing sources of
energy. Does this also work in settings where people don’t
have cars and aren’t on the grid?
JS: Absolutely. Take mobile phones for example. There are 5 bil-
lion people with mobile phones. In some places, they have
to travel 5–10 kilometers to charge their phones. The per-
son with the diesel generator is charging them pennies to charge their phones, the
164 ◾ Introduction to Social Entrepreneurship
equivalent of $5–$10 per kW/hour in the US. Same for electricity inside homes.
People use kerosene, charcoal, and wood; while the solar lantern is 80% cheaper, pays
for itself in 6–12 weeks.
TC: Do you think that there are some populations that just can’t be reached by this
approach, where a non-profit approach is necessary?
JS: A lot of people say that social enterprise should reinvest all profits into the social mis-
sion. I think that if you want the private sector to have a positive impact, you need to
be aware that in the private sector, profit drives scale. A nonprofit microfinance group
can charge a lower interest and have a shorter payback period. But it still can’t reach
everyone. We’ve been waiting for the World Bank and others to provide essential
basic human services to marginalized populations for decades and still not everyone
has been reached. The private sector has to get involved. If you compare a for-profit
company like Compartamos with any traditional social business, you’ll see that just
like the nonprofit, a portion of the interest it charges goes to cover the overhead and
collection costs—the main difference is that the additional interest it charges goes to
investors. Because it charges a higher interest, there is a longer payback period, but it
has the same impact.
TC: What about in situations where it’s just not possible to profit? How do you scale essen-
tial services in those settings?
JS: This is where the government comes in. The government can help cover risk or subsi-
dize costs in sectors where there’s not enough profit, to encourage private sector play-
ers. Nongovernmental organizations can also do this, like what Rockefeller is doing.
Intergovernmental agencies have done this before. The IFC made 25% financial return
on investment to spread the coverage of mobile phones. They spread mobile phone
coverage by investing through funds, and the funds made 25%, 40%, 50% return on
investment. Look at Mo Ibrahim [Celtel]—he set out to produce social good, and he’s
a billionaire. Their goal was to provide people with access to information, and that’s a
social good.
TC: On the design front, do you think it’s possible to design social products and services
for billions of people across income brackets? Your approach is that large volumes are
needed. So far, most entrepreneurs target either those living in poverty or those not
living in poverty. Do you think it’s possible to think of it as one large market instead,
or should we be stratifying and segmenting?
JS: I think we need to stratify and segment. But we need to divide it into thousands
of segments, not two. You have people in certain places disassembling cook stoves
and using their parts for jewelry. Products need to be customized by culture, by
income, people react to them differently. The underlying technology, however,
doesn’t change.
Completing the Business Model ◾ 165
TC: Let’s talk about scale. Most social problems affect millions, if not billions, of people.
Can the social business model reach them all?
MY: Global problems are nothing but accumulation of local problems. Once we find solu-
tion to a local problem, solving the global problem becomes a matter of repetition.
Small-scale solution can be expanded into sustainable mega solution if it is done in
a business way, particularly a social business way. In the medical world, we invent a
medicine, try it out on a few people, if it works, we take the step to administer the
medicine on millions of people to cure them from the same disease.
PESTEL Analysis
One way to start thinking about external factors is to conduct a PESTEL analysis. This framework
helps you organize your thoughts into a manageable set of categories and determine what aspects
of each category could be considered a threat and what aspects could be considered (or made into)
a positive factor.
While you cannot address all of the external factors surrounding you, it’s critical to be aware
of them and to take them into account while analyzing the risks you’ll face and building your
organizational strategy. You need to think about what you and your team will do differently to
mitigate the threat to your success posed by these factors and create contingency plans in case your
goals are derailed by these factors. Sometimes, there is nothing we can do to change the nature and
magnitude of external factors, but what we can do is adapt the design and implementation of our
intervention to respond to our external environment, while considering the various factors we have
Completing the Business Model ◾ 167
to account for. Other times, we can be more ambitious and set an agenda to influence external
factors. This usually requires a huge amount of collaboration, advocacy, and hard work over a long
period. So it’s important to both recognize what you’re working with when you first start and put
the right pieces and players in place to change it as you go along.
Political
The P goes first in PESTEL for good reason. The political environment you are working in, both
at a local and at a larger geopolitical level, is an upstream factor that will influence the economic,
social, technological, environmental, and legal context in which you’re working.
Conflict states, transitional nations, and secure settings all have their different political
nuances. If you’re operating in a conflict state, the external threats posed by political factors may
include your physical safety, the physical safety of your end users and other stakeholders, the secu-
rity of your supply chain and thus your ability to procure and deliver goods and services; and the
composition of your end users (e.g., for a social venture targeting disadvantaged populations in a
conflict setting, it is easy to imagine a state of constant flux due to refugees and migrant popula-
tions). In a transitional nation (e.g., post-conflict), the physical safety of individuals and assets
may not be under threat, but the political will and administrative capacities required to regulate
logistics and the flow of information, goods, and services at the community or state level may be
weakened. Even in a politically stable situation, political factors may often be underlying the social
challenges you are dealing with. Housing inequities in metropolitan areas are a historical example.
Availability of resources to support social ventures providing services to HIV patients from mar-
ginalized populations is another.
Are there any positive influences or opportunities provided by the political setting in which
you’re operating? Are there any policies or political debates that could amplify the visibility of
your venture? An example of a social entrepreneur who seized upon an opportunity related to
a new government policy in the United States is the founder of Benestream, a start-up designed
around the new Affordable Care Act.* If you are working in a nation under transition, are there
any positive trends that you could leverage among the political turmoil? A wealth of social entre-
preneurs in Egypt created new social initiatives and community-driven organizations in the years
preceding, during, and after the Arab spring to mobilize resources for social development. Two of
the many examples are Hisham El Rouby, who saw youth as an emerging resource and founded
Etijah to build youth networks for volunteering and civic engagement,† and Mona Mowafi, who
saw the Egyptian diaspora as a resource to support local entrepreneurs and founded RISE Egypt
to mobilize the global community.‡ The RISE website shares a wealth of examples of social entre-
preneurs working to create new products, services, and systems in Egypt (www.riseegypt.org
/entrepreneurs).
Economic
Whether your social venture is a for-profit enterprise, a nonprofit organization, or an initiative
within an existing organization, it will most certainly be shaped by economic trends. You could
be addressing a market need and providing a market-based solution or addressing a gap where
* http://benestream.com/.
† http://etijah.org/about/.
‡ http://www.riseegypt.org/letter-from-the-president/.
168 ◾ Introduction to Social Entrepreneurship
the market is broken and may work against you. In both cases, it is essential to understand the
economic landscape around you, whether it will change over time and whether you may be able to
influence the market over time. Again, just like the political landscape, the economic factors you
are faced with will likely present both threats and opportunities.
The size of the market is a key factor. Are you operating in a setting where you are likely to
reach large volumes? Or are you operating in a setting with a limited economy and market size?
Scales of economies is just one factor; trend over time is another. You could be operating in a large
market that is on the decline or a small market that is on the rise.
Another important nuance is the relationship between economic factors and other factors in
your PESTEL analysis. The scale and direction of growth of the economy may change suddenly if
you are operating in a politically volatile situation. How will the economy you are operating in be
influenced by political changes? Political instability generally means economic instability, and it is
critical to factor that uncertainty and plan for sudden change.
Economic considerations might also influence your investors. The size, trends, and volatility
of the market you’re operating in will determine not only how you build and structure your ven-
ture but also how you finance it. Some social entrepreneurs are working to build policies to help
shape the economic and investment landscape in fragile markets, beyond providing their product
or service to their target audience. One of the many examples is Willy Foote, who we’ll meet in
Chapter 9, who founded Root Capital and helped build ANDE* to support small and growing
businesses that can help lift countries out of poverty.
Social
Cultures, religions, histories, heritages, and heterogeneity of your end users have already shaped
the design of your venture throughout your research, prototyping, and testing phases. As you roll
out your venture, how will these factors continue to shape it, and how will the introduction of your
new venture affect the social dynamics caused by these factors?
What social norms are tied to the challenges you are addressing, and how will your interven-
tion challenge these norms—what are the repercussions? Preparing for the social dynamics already
in existence and those that will be introduced by your venture goes beyond the basic procedures
such as meeting with stakeholders to ensure ownership and participation; it involves thinking
in a far-sighted way to build the social networks and support systems required to produce social
change.
Building women-led businesses is a great example of this. We’ve already heard from Libby
McDonald about challenging social norms and building new systems and value chains in the
waste sector in Chapter 3. These days, Libby is working on Prosperity Catalyst, a spin-off of the
social enterprise Prosperity Candle, building businesses with women in conflict settings.† In this
and other examples, you’re not only manufacturing and marketing the product or service itself,
you’re also challenging social norms that are still deeply rooted in many societies around the world
today. These not only affect the women leading the business but also have consequences on the
perceptions and behaviors of their customers, suppliers, everyone along the supply chain, and
other stakeholders.
As a first step, awareness and understanding of these social nuances help you integrate them
into your business plan, operations, marketing, and contingency plans. You have to survive in
* www.andeglobal.org, www.rootcapital.org.
† www.prosperitycatalyst.org.
Completing the Business Model ◾ 169
this environment in order to work in it and change it. More importantly, it helps you shape your
organizational strategy and external partnerships and purposely plan your ripple effect.
Technological
Many social ventures work in low-resource settings, and technological external factors can be a
barrier. Poor Internet connectivity or speed, unreliable electricity, and high telecommunications
costs are some of the common barriers encountered by social entrepreneurs all over the world.
These are a risk because they can slow down operations and make it challenging to communicate
with end users and stakeholders. (Often, they are also related to social factors such as preference
for face-to-face communication, which can require more travel and can be time consuming and
expensive.)
At the same time, technological trends around the world can also be considered a positive
external influence and an opportunity to introduce new solutions, increase access to information,
and design and create mobile services and products. Examples are m-health interventions and
telemedicine, which bring access to healthcare to remote rural settings with few doctors. Online
education and online lending are also examples, as we saw with Kiva in the first chapter. New
technologies can either be developed explicitly as solutions to tackle social challenges, as we saw
with D-REV in Chapter 4, or incorporated into the implementation of other solutions to enhance
their efficiency and efficacy, as we saw in the HLC case study.
The way people interact with social challenges is changing every day due to new technological
developments such as increased access to mobile phones and the Internet. This will affect your cus-
tomers, your competition, your communications, and your ability to connect with collaborators.
What technological aspects are considered a challenge in the setting in which you are operating,
and what are some aspects you could leverage as a positive factor, or develop new ones? How can
you use existing technologies to optimize your social impact?
Environmental
How is the natural environment related to your social enterprise? If you are working in rural
settings, especially in the agriculture setting, there will be many external factors related to the
environment (soil, temperature, water, etc.) to account for. But even if you are working in a digi-
tal enterprise, chances are that one or more steps in your supply chain will in fact be influenced
by the environment. Natural resources such as fuel for transportation are one aspect—will
rising fuel prices affect your operations? Or will you leverage this external factor to introduce
renewable energy as part of your venture? What about social trends related to climate change—
are consumers making choices differently, in a way that will affect the number of people you are
able to reach and the way in which you reach them? Is your level of competitiveness compared
to other enterprises affected by changing commercial and corporate attitudes and initiatives
related to the environment? Keeping your pulse on these changes will help make sure you stay
ahead.
Even in a basic social enterprise, seasonal changes and patterns of behavior are important
environmental factors to consider. How are the movement, activity, and spending patterns of
your end users influenced by their physical environment? How does this influence demand?
On the supply side, transportation, storage of goods, and other logistical factors are all related
to external climate, weather patterns, and the physical infrastructure of the setting in which
you are operating as it relates to the natural environment. This is where you take the time to
170 ◾ Introduction to Social Entrepreneurship
chart out these changes and how they affect your operations, customers, suppliers, and other
stakeholders.
As with all external factors, it’s important to understand not only how environmental factors
may affect your venture, but also the effects your venture will have on the environment. Regardless
of your topic and sector, part of your impact on society will be your environmental footprint (the
natural resources you require and wastes or by-products you emit). This provides an opportunity
for you to quantify that footprint, and work with stakeholders across your value chain to under-
stand and optimize your total impact on the world, finding ways to maximize your net positive
effects in the social, economic, and environmental dimensions for sustainable development.
Legal
Familiarizing yourself with the legal requirements involved in setting up and running a new ven-
ture in the country you’re operating in is critical to do from the start. Safety protocols, quality
control requirements, and reporting and tax laws will differ not only by location but also by sector
within each location. The food sector, the health sector, the education sector…each line of work
has its own rules and regulations, and these vary within and across countries. So legal consider-
ations are important from the inside out!
Legal aspects are often the last step a social entrepreneur considers, and this can potentially
have devastating implications. Depending on where and how you register your venture, there will
likely be legal restrictions on what you are allowed to do and how you are required to manage your
finances. As we saw in Chapter 7, Nuru is an example of a social enterprise with multiple entities
registered in the United States, Kenya, and Ethiopia. The different legislation in each country
impacts whether the organization is even able to register as a social enterprise to start with, what
goods and services it is allowed to offer, how much tax and external auditing is required, and other
implications related to profit.
In many countries, a legal entity for social enterprises does not exist. In these cases, social ven-
tures are often required to select one of the traditional commercial or civil legal forms, even if it’s
not the best match for them. Being aware of these legal aspects can help you plan for the necessary
technical, legal, accounting, and other forms of support that alleviate the burden of navigating
government rules and regulations on your own, filing the right paperwork, etc. But more than
that, being aware of the legal environment will educate you on the behavior of your competitors
and other stakeholders, the advantages and disadvantages of different sectors (e.g., private vs.
civic), and the opportunities for you to benefit from legal structures that were made to protect you.
Beyond your own interactions with the law, it is important to understand how the legal
system operates in the countries you are working in—are you working in a setting where laws
are enforced, or are you working in a setting where government corruption, bribery, and lack
of transparency are common? There are various developing and transitional nations in which
the risks from these legal factors are too high for you to operate on your own in an efficient or
effective manner. Thus, your PESTEL analysis may lead you to make strategic decisions such
as partnering or working as part of an existing organization, whether it be an international or
established local organization.
Last but not least, are there any legal factors you aspire to change? Who are the stakeholders
working on, and affected by, the policies and regulations affecting your social challenge? Is it pos-
sible for you to incorporate a legal reform agenda into your planning, as we saw with Albina Ruiz
and Ciudad Saludable in chapter three?
Completing the Business Model ◾ 171
SWOT + –
your favor or work against you. The SWOT table (Figure 8.2) can help give you a complete picture
of the pluses and minuses of your business. What are the internal strengths, internal weaknesses,
external opportunities, and external threats that you are working with here? And how might they
interact with each other?
1. Develop your pro-forma income statement, using the template in Figure 8.1, or any other
template of your choice. You should be able to answer the following in one sentence: How
much time will you need to break even and what are your start-up costs?
2. Present your PESTEL analysis. Use bullet points with less than 250 words per point.
3. Fill out your SWOT table using the template in Figure 8.2 or any other template of your
choice.
Completing the Business Model ◾ 173
CHAPTER SUMMARY
◾◾ In this chapter, we analyze the financial viability of your venture. This is yet another
step in the iterative design process. If the numbers don’t add up, we go back tov the
drawing board and iterate until we find a way to make it work!
◾◾ To assess your financial viability before launching, a pro-forma income statement is
used to summarize all costs and revenues.
◾◾ Costs are estimated based on the information you have collected to date, such as the
resources listed in your business canvas and from Chapters 5 and 7.
◾◾ Revenues are estimated based on your market research from Chapter 5, including the
market size, customers’ willingness to pay, promotion, and competition analysis.
◾◾ Common business models in social entrepreneurship include profit generating mod-
els, where revenues from customers add up to exceed costs; and hybrid models, where
multiple revenue streams are required to subsidize the cost of service.
◾◾ Risk and uncertainty analysis is required to assess the internal and external factors that
might influence your venture’s viability. These are summarized using the PESTEL
and SWOT frameworks. Leveraging your strengths and external opportunities and
accounting for your weaknesses and external threats help maximize your chances of
success.
Goal: Creating new opportunities for women in conflict areas, thus creating entrepreneurs
and leaders to be catalysts for social and economic change.
How it works: Prosperity Candle is a social enterprise that believes in supporting women’s
entrepreneurship. At Prosperity Candle, every candle produced is handmade by female
artisans. They began in the United States, and their partnership with Women for Women
International allowed them to test their idea in Iraq. Today, they also operate in Haiti. Every
candle purchased helps provide a living wage for those women, many of whom are poverty
stricken or refugees working to build a better life and future within the United States. The
sister organization, Prosperity Catalyst, provides the tools, training, and a community to
help women thrive as skilled entrepreneurs and leaders.
Chapter 9
175
176 ◾ Introduction to Social Entrepreneurship
mention changing contexts. In fact, it’s that responsiveness and adaptability in the end that will
most likely determine your success. There are a lot of unknowns, as we explored in the last chapter.
You’ve done a lot of work to chart out this new territory, and writing your business plan is simply
a way to have a plan in your hand as you venture out. Think of your business plan as an adaptable,
living and breathing plan—you can, will, and must revisit it along your journey.
Executive Summary
Regardless of the length and format of your business plan (whether it’s in document format or
presented in a slide deck), you should be prepared with a one-page executive summary. This tells
Pitching and Networking ◾ 177
your reader just enough to know about the main concepts and components of your venture,
highlighting key takeaways from each component of the plan without going into too much detail.
You’ll see in the future that many times, when you tell people about your venture, they’ll ask to
see a one-pager on it. So have your executive summary ready!
1. Cover page: contact info, title, name of venture, logo, date of writing/presenting
2. The Challenge: What is the social/environmental challenge you are facing
(including key statistics on who is affected, where, how, root causes)
3. The Opportunity: Where is the opportunity you have identified for change
(including a description of your co-creation and testing process)
4. Your Solution: A description of your product or service
(including how it works, nuts and bolts, operations, distribution, customers and market)
5. Vision, Mission, theory of change, target audience
(a description of the components of your compass)
6. Team: Why you can make it work; skills, values, your story, how this came about
(key positions and who fills them, why you are the best people to make this happen)
7. Business Model: How is this viable
a. Main costs and revenues, financial projections, breakeven point
b. Scenario analysis, competition and market analysis, threats and opportunities
8. Impact: How does it affect people, what does it change, what are the long-term effects
a. Stakeholders and community ownership; potential partners and collaborators
b. Short- versus long-term goals; Milestones; phasing
c. Expansion plan: Where will you reach, how many people will you impact, how big will
you grow
178 ◾ Introduction to Social Entrepreneurship
d. How your team will evolve to meet the needs of a growing organization
e. Strengths of your model and your team that will allow you to reach your target; charac-
teristics of the market
9. How the audience can help: What do you want from them, where can they add value
a. Challenges you are facing: Obstacles, risks, limitations, how these are addressed
10. End with a reminder of the vision you have for the future, and the change you will make,
bringing it back full circle to the story you started within the first one to two points previously.
Less Is More
The fewer pieces of information you use, the more information will be conveyed and retained by
the audience. For example, you don’t want to include all the statistics you have gathered on your
Pitching and Networking ◾ 179
social challenge. Include one photo, or one statistic, that demonstrates the urgency and need. Then
move on to your solution. There is a growing body of literature on the “less is more” approach to
presenting information, especially in a setting where time is limited.
Your full slide deck should be reserved for settings where people are coming prepared to settle
in for a while and focus, and are looking to acquire detail about your work. Outside of those set-
tings, your goal is not to share detail but to secure the attention of your audience. Keep the infor-
mation on your slides minimal, use a simple message or photo to convey your point, and focus on
making an emotional connection rather than presenting dry facts.
If you don’t have your elevator pitch prepared and practiced in advance, by the time the
doors open, you’ll still be fumbling for words.
Pitching Tips
Find Your Balance
Perfecting your pitch ahead of time is crucial for a smooth delivery, but there is a very fine line
between delivering a well-prepared pitch and sounding like a robot! While fumbling for the right
words will risk losing the attention of your listeners, so will a delivery that sounds like an auto-
matic voice recording. Sounding natural, passionate, and real is what will engage your audience.
Say it like you’re saying it for the first time!
180 ◾ Introduction to Social Entrepreneurship
Make a Connection
It’s not just the words you say and how you say them but also how you connect with the person
you’re speaking to. Maintaining eye contact, smiling, and positioning yourself so that you’re fac-
ing them and giving them your full attention will draw them in and help them give you their full
attention in return.
A common mistake is looking around the room at a networking event while you’re talking to
someone, to see who else you should be talking to. It’s hard for your listener not to notice this,
and it will make them much less interested in hearing what you have to say. Make them feel like
they’re the only person in the room!
Similarly, if you are standing in front of a room full of people presenting your work, make each
person feel as if she or he is engaged in a personal conversation with you. Look at them and hold eye
contact for a few seconds until moving on to the next face. Wait to see if something registers in their
face to show that they are actually listening. Find someone whose eyes look glazed over and look
straight at them while delivering a line until they focus back in on you. Pay attention to the signals
your audience is giving you. Are they smiling, nodding, and looking concerned about what you are
saying? These are all signs that they are really listening and that what you are doing is working. Are
they checking their watches or their phones or looking around the room at others? This means you
have lost them and need to switch gears fast. Ask a question, take a vote, show a picture, or tell a joke!
One of the best ways to make a connection, whether in a small-group conversation or while pre-
senting to an audience, is to research your audience ahead of time. What do you know about your
listener(s)? What do they do for a living, what do they care about, why are they here today? Presenting
your work from different angles will help draw in diverse audiences with different perspectives. For
example, focusing on the financial aspects or the people aspects first, focusing on the geographic regions
or the demographic populations first, or thinking about what will grab their attention and what they’ll
want to hear more about are different ways to present the same information using a different lens.
◾◾ Scenario A
– Your listener: So, what do you do?
– You: I create medical devices to enhance maternal child health in low-resource settings.
There are x children around the world who die each year and y mothers who die in child-
birth. This can be solved with a simple device that does ABC. We work in geographic
regions 1, 2, and 3, have served xxx people so far, and plan to scale to yyy in five years.
In this scenario, you have probably bombarded your listener with too much information
right off the bat, by delivering your entire story in one go.
◾◾ Scenario B
– Your listener: So, what do you do?
– You: I create medical devices to enhance maternal child health in low-resource settings.
Pitching and Networking ◾ 181
A good way to catch some of the habits you might have while speaking in public is to record
yourself and play it back multiple times. The first time you view the playback, listen to yourself
carefully and try to catch any habits you can improve on, such as speaking too softly or too quickly
or saying things like “um” and “like.” The second time you view the playback, watch your body
language and try to catch any habits you can improve on, such as distracting movements, looking
at the floor, or poor posture. The third time you view the playback, watch it in fast forward! This
will make even the smallest of gestures and body languages painfully obvious and will help you
correct them. Next, practice your new habits and take a second video recording to see how you’ve
improved and how you can do better! Try new postures that convey confidence and authority—it
turns out your body language doesn’t only influence your audience, it also influences YOU!*
You Can Be Humble and Promote Your Work at the Same Time
Most social entrepreneurs have a strong sense of humility because the work itself is humbling.
When presenting your work, your humility will come through, and that is a good thing. Your
audience will respect you for it. Just make sure that being humble about yourself doesn’t mean
understating your work, your ideas, and the importance of your mission. Promoting them is not
the same as promoting yourself personally. And remember, you are the person who developed this
mission, this vision, this product or service, and its value proposition. As much as you believe in
your work, believe in yourself. Humility is an important quality in a social entrepreneur. But that
doesn’t prevent you from showing pride in your work. Don’t be afraid to sell it.
Attending conferences and events is a great way to build your network. Be prepared with your
elevator pitch, but don’t attack people with it! Allow the conversation to naturally progress to the
“So, what do you do?” question. Another great way to build your network is by conducting infor-
mational interviews. It may sound surprising to you, but many people will actually reply if you
e-mail them to request an informational interview. People like talking about themselves, and if
you make it clear why they should talk to you, you might just get a response. Try the tips in Tip
Box 9.1 to help increase your chances of getting a response.
Once you’ve scheduled an informational interview, make sure you are well prepared to use
your time wisely (Tip Box 9.2). Informational interviews usually take place over the phone or
online conferencing, rather than in person; but if you’re in the same city as the person you’re
meeting with, offer to come to their office for a short time slot. Suggest 15 minutes so that
they will know you are aware of their busy schedule and don’t want to take up too much of
their time. In person meetings are by far more effective, and help establish a stronger personal
connection.
Have your questions prepared, and keep them limited. No one wants to feel overwhelmed
with too many questions, especially within a short period. In order to make the most use out of
your limited time, make sure you’ve done all your research before coming to the meeting. Look
up these persons online, read any articles they’ve posted or videos/speeches they’ve made. Make
sure you’re familiar with their personal background, their work history, and their organization.
This will allow you to avoid asking redundant questions, and create an actual connection with
these persons.
That said, while your goal is to make the most of your time, the last thing you want to do is
rush through. Try to create a dialogue, rather than a Q&A. Save space for unexpected directions
in the conversation and also give them space to ask you questions. A good way to keep a conversa-
tion structured is by starting out with your goals (what you want to accomplish, both in your own
work and in this meeting) and looping back to them at the end. This will also help you organize
your own thoughts! This skill will also come in handy when you start having one-on-one meetings
with potential funders. Last but not least, make sure to ask for any recommendations they may
have on other people you should talk to or actions you should take. Send them an e-mail within
24 hours thanking them and following up on their recommendations, and keep track of all your
meetings so that you can build on each link in your network, one at a time.
* Carpe diem means “seize the day” in Latin. This is just a reminder that you can seize the day without
making someone feel that you are out to seize them! (Corpus means “body” in Latin J.)
Pitching and Networking ◾ 185
While you shouldn’t hesitate to try reaching out to new people, it’s often advised to start closer
to home. Who are you already surrounded by that can support you? Tap into your existing core
network, whether peers at your learning institute, colleagues at work, professors and their con-
tacts, or parents and their contacts. Think across generations in terms of not only your network
from school and work but also the network of those you know who are a generation or two above
you. These people are likely far more advanced in their careers than you are, have a larger pool of
contacts, have more knowledge and experience, and probably even more time to share. More often
than not, they will respond positively to the opportunity to help the younger generation (even if
you don’t consider yourself young!) in making changes for the future.
Start Fundraising!
Raising funds has to start at the very beginning. Before you can approach institutional investors,
donors, or funds (more on these in the next chapter), you need to find a way to demonstrate your
proof of concept, and this costs money! Different ways to start include the following:
1. Crowdfunding
A popular choice at the early stages is crowdfunding, a process where you appeal to the masses
to support you. If a large number of people donate small amounts, you can fund your proof-of-
concept stage. Crowdfunding is not limited to small amounts, you can also get larger donations
though a crowdfunding campaign, and you can appeal to people either online or offline. Some
web pages have compiled information on leading crowdfunding websites around the world.*
2. Fundraising events
Offline, holding events is one way to crowd fund. Events can help people get involved for
the long-term, by building awareness and creating personal connections. Finding company
sponsors in your community is one way to increase the amount of funds you can raise,
whether by matching the amount of donations made, offering food or beverages, providing
the venue, or other forms of support. People can either donate at the event, or you can pro-
vide the information and start building relationships which will develop over time to result
in financial support for your future organization.
3. University-based opportunities
If you are based in a university or other educational institution, you may have access to
research funds, student grants, fellowships, scholarships, or awards. Most universities have
various offices for student affairs, student services, community service, and related themes;
many also have offices or centers for entrepreneurship and innovation. There are people
whose job it is to help you identify resources—Use them!
4. Contests
Social entrepreneurship contests are held both at universities and by other hosts, includ-
ing foundations or corporate sponsors. Examples of these include the Hult prize, Dell com-
petition, Shell competition, Microsoft contest, and various university-based social enterprise
conferences and contests around the world. Find these, and apply! A few helpful links are
listed here to help get you started.*,† Some universities hold campus-wide competitions, but
most open their competitions to social entrepreneurs worldwide. Contests are also often part
of most social entrepreneurship conferences, which we’ll read more about further in this
chapter.
5. One-on-one meetings
Meeting with potential funders might include philanthropists or investors looking for a
mix of social and/or financial return. Either way, it’s someone who believes in your vision
and in your capacity to make it happen. Some fundraising experts say that when meeting
with a potential funder, you should never ask for money at the first meeting. This may sound
counterintuitive, but if you think about it, it makes sense. You want to focus your energy on
selling your vision to them. Once they are sold, they will be asking you, how can I help, how
can I get involved? Learning this is mastering one of the greatest characteristics of a leader,
to make people want to follow you.
Tips for one-on-one meetings are similar to general networking tips (Tip Boxes 9.1 through
9.3), but a one-on-one meeting with a potential funder is more focused and personal. You are
basically pitching your social venture to them. You need to keep in mind that a social investor is
someone who wants to change the world: they have a mission of their own. Your goal in the first
meeting (or before you meet them if possible) should be to find out what their mission is. Then,
you focus your first meeting on making them see that your missions are aligned. (If they’re not,
then this investor is not the right match for you.) Ask for their advice, make them feel engaged,
and invite them to come join you on a site visit to meet your team and your end users.
A key nuance can be that the way to end a first meeting may differ between philanthropists
and for-profit investors. In philanthropy, it often takes multiple meetings over a long period to
cultivate a relationship that leads to a large donation. Impact investors and other for-profit social
investors, on the other hand, may be accustomed to a more aggressive approach and will likely be
looking for an “ask” at the end.
What Is an “Ask”?
When you pitch your project, your goal is for your audience to be asking by the end of your
pitch, “How can I help? How can I get involved?” They will be expecting you to provide them
with an “ask.” This means that you need to end your pitch with information on what they can
do. Depending on your audience, you may want to provide a combination of nonfinancial and/or
financial resources. For example, various asks could include the following:
Or, you could end with an ask targeting an investor or group of investors, that says something like:
◾◾ We have an idea that could change the world. To develop our proof of concept, we need $Y.
With your help, in the next six months, we aim to: A, B, C.
(Or for a more advanced venture):
◾◾ In the past three years, we have demonstrated proof of concept, showing that our product or
service does A, B, C. In the next five years, we are looking to reach X people with our solu-
tion. We are raising $Y to fund this expansion (having already shown them information on
your costs, revenues, and business model). With your help, we can achieve ______
(fill in the blank, inserting your social outcome or objective).
These are just examples of what various asks could look like. The important thing is that by
now, you have carefully thought of and planned out what you are going to do and what your needs
are to get there. Run your pitch and your ask by friends, families, advisors, and supporters. Tailor
it for each audience, and then … Go for it!
networks with peers and practitioners, or joining existing ones, to push ourselves and
the social enterprise sector further. For instance, Root Capital is a founding member
of the Aspen Network of Development Entrepreneurs (ANDE), a group of over 100
organizations working together to find common approaches to measure impact, for
example. We’ve also been working with our competitors to form an industry associa-
tion called the Council on Smallholder Agricultural Finance; recognizing that Root
Capital meets less than one percent of the total demand for finance among small-
holder farmers, we’re speaking with a collective voice to expand the supply of capital
to rural farming businesses. As an organization, we have to stay relentlessly focused
on our core competency and always put our clients front and center. At the same
time, solving market failures this deep require many hands, and as long as we’re all
facing the same sector-wide challenges, it’s pointless to stand in separate corners of
the room.
TC: Can you give us an example of how you mobilized different networks and resources?
WF: A recent example was Root Capital’s response to the outbreak of coffee leaf rust,
a fungal disease that has reached epidemic proportions throughout Latin America
over the past three years. This created an emergency situation in multiple countries
where millions of dollars and thousands of jobs were lost. To respond, Root Capital
mobilized several of our partners to launch the Coffee Farmer Resilience Initiative—a
platform from which individual actors could pursue their own commercial or non-
commercial interests, while also supporting the “public good” activities that had long
been neglected by others. In this case, private sector partners made philanthropic
donations and direct investments to ensure a stable supply of high-quality cof-
fee and to support farmers throughout the region. Meanwhile, the U.S. Agency for
International Development matched some of this private sector capital and offered a
partial credit guarantee, and the Inter-American Development Bank provided grant
funding to support training and capacity building. Then, Root Capital served as the
lender: we designed and deployed long-term loans so that coffee farmers can replace
disease-affected trees with newer varieties, and we offered intensive training on finan-
cial management and income diversification. It’s an example of how to collaborate
across sectors and blend capital to achieve a common goal: more stability and resil-
ience for all actors within a particular supply chain.
TC: This was an emergency situation—how do you build on it for sustainable development?
WF: Yes, this was an emergency situation, but the writing was on the wall for decades. Leaf
rust revealed the effects of decades of under investment in agriculture, and it’s the prover-
bial “canary in the coal mine” signaling the impact that climate change will likely have
on agriculture and, in turn, on the livelihoods of smallholder farmers. In that sense, the
outbreak is a symptom of a much larger, chronic problem—one that is rooted in the same
market failure I witnessed in Mexico fifteen years ago. To achieve long-term sustainable
development, you have to work in partnership with others. You have to work across sectors
and across borders in what are often messy and uncomfortable partnerships. This is what
I like to call pathological collaboration.
Coworking Spaces
Many entrepreneurs work from home, coffee shops, libraries, or other places where they can save
on rent and keep their operations lean. Others use shared offices or find a corporate sponsor or
* A great reference on this notion is the book The Element: How Finding Your Passion Changes Everything by
Sir Ken Robinson, Chapter 5.
Pitching and Networking ◾ 191
other organization to donate space. Yet another option you might want to familiarize yourself with
is the coworking space. This is different from a shared office because, in most cases, a coworking
space is set up with the specific purpose in mind to support entrepreneurs and their start-ups, pro-
vide utilities and facilities at low costs, and provide other services that members can benefit from.
Joining a coworking space can enhance your visibility and offer you access to a network of other
entrepreneurs and potentially investors. Many coworking spaces are also affiliated with incubators
and accelerators, which we will learn more about below. Most are often designed with a vision of
providing a space that fosters creativity and inspiration. Joining a coworking space is a low-cost,
high-yield way of accessing tools and services that foster innovation, while avoiding the isolation
that can come from being an entrepreneur.
Incubators
Incubators are spaces where entrepreneurs can grow their ideas into reality. Usually, this entails a
physical space to be shared by start-ups. Most incubators provide a package including one or more
of space, supplies, technical support, mentorship, and funding. Each entrepreneur enters and exits
the incubator at their own pace, creating an environment full of innovation at its various stages!
For most incubators, you will have to apply and be accepted. Well-known incubators exist all
over the world, representing various sectors. Most incubators include mentorship plus funding in
return for equity (a share in your venture; we’ll talk more about this in the next chapter).
A few examples of social entrepreneurship incubators from around the world are the Halycon
Incubator in Washington, DC, Enviu in the Netherlands, Social Incubator Fund in the United
Kingdom, Social Impact Lab in Germany, PACT in Singapore, and many others.*
Accelerators
Accelerators, on the other hand, are more like a class you are in, in the sense that they usually have
a predefined period in which everyone enters and exits the program and a more narrow set of selec-
tion criteria. While incubators may host a wide range of start-ups at various stages, accelerators
usually have a predefined program that requires that most participants fit within stringent criteria.
The goal of an accelerator is to rapidly grow an existing start-up, rather than gradually nurturing
it over time as an incubator does. Accelerators often offer investment capital or at least provide
the social entrepreneur with access to investors through networking, pitching, and showcasing
opportunities.
Some programs offer a variety of choices across the spectrum ranging from accelerator pro-
grams, “excubator programs” (nonresident incubation), mentorship programs, and boot camps.
Examples are the Global Social Benefit Institute (www.scu-social-entrepreneurship.org/gsbi), the
Global Development Incubator (www.globaldevincubator.org), and the Unreasonable Institute
(www.unreasonableinstitute.org). Many incubators and accelerators also spun out of universities
around the world, and chances are, you’ll have the opportunity to participate in one in your uni-
versity! An early-stage example is SEED in Cambodia (monashseed.org/incubator-program), and
a more advanced example is the Agora Partnership, initially established in Nicaragua and now
operating throughout Latin America (agorapartnerships.org/accelerator).
Boot Camps
Boot camps are often also provided by accelerators but aren’t necessarily always tied to one. They
are short, intense training programs that help entrepreneurs develop their ideas and prototypes.
Social entrepreneurship boot camps are available at many universities around the world and
through other networks. An example from Asia is the DUS-HUB social entrepreneurship boot
camp (http://www.venturesforchange.com/). Social entrepreneurs can also attend general boot
camps not specialized in social purpose organizations; these can still provide the creative, rapid-
fire environment that you are looking for!
Other Networks
Other organizations and networks are available around the world to contribute to the social entre-
preneurship ecosystem by building networks that bring people together. An example from Europe
is the Start Up Europe Club (http://startupeuropeclub.eu). Alumni networks specialized in entre-
preneurship are also common in various universities. Angel networks and other investor networks
will also be an important potential resource for you—more on these in the next chapter.
Fellowships
Fellowships combine several of the services described by the various previous resources: they
gather a cohort of social entrepreneurs, offer them mentorship and in most cases funding, help
accelerate and scale their impact, and help them incubate new ideas. Fellowships are most often
for slightly more advanced rather than early stage ideas, which have already been tested and dem-
onstrated impact. Leading fellowship programs are listed in Chapter 1, Box 1.1. Most of the listed
institutions, which were formed to support social entrepreneurs, are best known for their fellow-
ship programs, which often form the cornerstone of their work. But don’t stop there—universities
and governments also offer fellowship programs, so make sure to check for fellowships near you!
Events
Entrepreneurship events and conferences are a great place to find mentors, investors, and potential
team members. They don’t need to be specialized in social entrepreneurship; there are often social
impact topics at general entrepreneurship events, and even if there aren’t, you are still likely to find
like-minded people looking to change the world.
University-based conferences can be found in most parts of the world and are easy to identify
using a quick online search. A good place to start is by seeing if there is a social entrepreneurship
interest group at your university or workplace. If there isn’t, you might just be the best person to
start one! Non-university-based conferences are also plentiful, such as the annual Social Enterprise
World Forum, Global Social Business Summit, Clinton Global Initiative, Social Capital Markets,
Poptech, Net Impact, and many others. Most of the institutions listed in Box 1.1 also hold annual
events and conference, so make sure to check those out.
Events other than conferences can also be found in most major cities, and even in the most
unexpected places around the world. You will find business planning seminars in a coworking
space in Beirut,* pitch contests in a coffee shop in Beijing,† and real-time prototyping events in
* http://www.lebtivity.com/event/kick-start-your-business-plan.
† http://www.1776.vc/insights/how-china-could-take-over-the-startup-world-2/.
Pitching and Networking ◾ 193
Bihar.* Global Entrepreneurship Week† takes place each year in over 140 countries around the
world and is a good place to find many of the innovation and entrepreneurship players in your
geographic region. Even if you are not able to get there in person, check the website of the event
nearest you and read about the various organizers, speakers, participants, and partner organi-
zations. You may want to reach out to some of these on your own, no event needed. Conduct
an informational interview, find out about their application process, and create a dashboard for
yourself to determine the best timing to take this further (see resource dashboard in next chapter).
A Word of Caution
You’ll notice as you start to build momentum how easy it is to get carried away with the social entre-
preneurship scene. There is a lot of hype around social entrepreneurship these days! While it can be
extremely helpful on many levels, for both moral and technical support, it’s also easy to lose touch with
the reality of your end users and the world they live in, which is a very different scene. Stay connected to
the community you co-created with; make sure your mental bandwidth, energy, and thoughts are with
them, not with the hype around you. Whatever you do, stay focused on your mission and your work.
Remember what we talked about at the very beginning of this book: if you want to succeed, you can’t
make it about you. What you want to be celebrating and shouting out loud about is not you and your
ideas; it’s your work and the tangible progress you make toward the social impact you set out to achieve.
1. Using the outline provided at the start of the chapter, prepare a 10- to 20-page document present-
ing your social venture and how it works. Remember, you have already drafted most of the mate-
rial, you just need to pull together and organize your assignments from the previous chapters!
2. Using a similar outline, prepare a 10-slide pitch deck to present your venture to potential
supporters. Try your best to stick to 10 slides as much as possible or as close as you can get it.
Remember, you can include preliminary data and other technical details in appendix slides,
but it’s important to be able to tell your story in about 10 slides if possible.
3. Record yourself presenting your elevator pitch in less than 1 minute and without using a
slide deck. Pay special attention to your body language, eye contact, and movements. Play
* http://www.designpublic.in/.
† http://www.gew.co/.
194 ◾ Introduction to Social Entrepreneurship
back your presentation and watch carefully. What were your strongest points, and what
points need improvement? Play it back in fast forward too. Are there any body language or
movement patterns you’ve picked up on that need strengthening?
4. Get in touch with three to seven potential supporters and conduct informational interviews.
Remember to be prepared with the information and ideas you’re looking to exchange with
this person and your objective for each interview. Then follow up in a timely manner to
thank them and make sure to note down their recommendations and potential next steps.
CHAPTER SUMMARY
◾◾ In this chapter, we talked about how to get out there and rally support for your venture.
You’ll need to approach potential funders, advisors, and other types of supporters.
◾◾ The key tool in your artillery for this is your business plan. You’ve already been assem-
bling the different components over the last few chapters—now it’s time to organize it
into a document or slide deck to present to potential supporters.
◾◾ Every social entrepreneur needs to be prepared to pitch and present his or her venture
to a variety of audiences in different settings. One of these is the elevator pitch, which
summarizes the key concepts in under a minute and leaves the audience wanting more!
◾◾ Once you’re prepared with your business plan and elevator pitch, it’s time to hit the
pavement and build your network. You can do this by organizing informational inter-
views, attending conferences and other events, and joining networks on your subject
matter or on social entrepreneurship in general.
◾◾ One of the first milestones in building your network of supporters is assembling your
advisory board. This is not required but is highly recommended. Your advisory board is
a group of volunteers with expertise in an area you’ll need guidance in moving forward.
◾◾ Other resources that will help you build your venture include mentors, coaches,
coworking spaces, incubators, accelerators, conferences, contests, fellowships, and
other networks and events.
Now that you’ve assembled your business plan and are ready to pitch it, it’s time to go out there
and secure resources to get your start-up going! In this chapter, we’ll talk about funding options
to finance your venture. Before you decide if and how to register your organization, it’s important
that you’re able to navigate the different sources and types of funding available to social entrepre-
neurs and understand the different social investment approaches.
Sources of funding include private funds, individuals, governments, multilateral agencies, and
NGOs. Common funding vehicles provided by these different sources include donations, awards,
grants, loans, and equity. And depending on what the funder asks from you in return, there are
different approaches to the who, what, when, where, and how of funding.
We’ll proceed through each of these subtopics one at a time so that by the end, you’ll have a
complete picture. Ultimately, the funding sources you pursue should be informed by your business
model—and not the other way around.
195
196 ◾ Introduction to Social Entrepreneurship
It is important to be both resourceful (making the most use of your resources) and strategic at
the same time, about how and when to make use of your resources. Especially when meeting with
potential funders, you only get one first impression. While it’s crucial to get enough funding early
on to avoid running out before you’re self-sufficient, you also don’t want to approach prospective
funders before you’re ready for your next stage of growth or at least have information about what
the next stage(s) will entail and when.
Your dashboard may look something like the sample template in Figure 10.1. The different
tabs contain information on resources available to you for your proof-of-concept stage, for when
you launch your venture, and for your later growth stages. This way, when you come across infor-
mation now on resources available to mature social ventures, you can file it away for later. Most
importantly, it’s need-driven, so you write down your venture’s needs first and then go out there
and find the resources to meet those needs (Figure 10.1).
In the funding world, the three stages represented in the different tabs in Figure 10.1 are often
referred to as the seed-funding, series A, and series B funding rounds. Different investors are specialized
in different stages of maturity, so using a resource dashboard can help you figure out and keep track of
which sources of funding you qualify for at each stage, and keep this information on your radar as you
progress. You can either use this template or create your own, but in either case, it’s crucial to keep track
of all resources you come across (whether people, events, deadlines, sources of expertise, or sources of
funding) and organize your timeline to make the best use of resources at the optimal time.
- -
- -
- -
- -
- -
- -
- -
- -
Targets for each stage Tools and resources for Each Target
- -
- -
- -
- -
What does your product or service look like after each stage?
Sources of Funding
Multiple sources of funding are available to you at multiple stages throughout your venture.
Depending on your stage of maturity and the activities you intend to implement, you could be
eligible for more than one of the following sources. Let’s start by going through them one by one,
and then we’ll talk about the different funding vehicles and approaches found across the different
sources of funding.
Governments
Government agencies may provide funds for research and development in specific subject areas
and also in some cases seed funding for new ventures. Research funds are often earmarked for
researchers based in universities, research institutions, or smaller organizations specialized in a
specific subject. For example, the US Environmental Protection Agency allocates research funds
to a range of researchers including university-based, non-profit-based, and even those based in
private consulting firms. If you are a smaller social venture, a strategic way to increase your com-
petitive edge when bidding for government funding is to partner with university researchers with
a longer track record.
Government agencies may also provide start-up funds and other resources to encourage new
ventures, whether commercial or social or both. There are an increasing number of government
agencies and programs specialized in innovation. These can sometimes exist within the framework
of a subject-specific agency or within the framework of a subject-agnostic program specialized in
fostering entrepreneurship. Check for programs available in your country to support social entre-
preneurs domestically. Don’t forget that there could be both nationwide programs (like Start-up
Britain* in the United Kingdom or the Spark Programs† in the United States) and more local
programs (like Green Economy Malaga‡ in Spain).
In addition to fostering social entrepreneurship in their own country many governments also
extend funding to social entrepreneurs in other countries through their international aid agen-
cies. Most governments have a specialized agency to disburse funds for international develop-
ment. A few examples include JICA, DANIDA, SIDA, and Norad (Japan, Denmark, Sweden,
and Norway, respectively); Italian and Dutch Development Cooperation Programs, USAID and
UK-DFID, India’s DPA, and China’s MOFCOM, to name a few. In recent years, there has been
an increase in the availability of aid monies to social entrepreneurs as part of an international
development strategy to empower citizens, so be sure to check for such resources in the country
you are working in.
Multilateral Agencies
Beyond the resources provided by individual governments in their home countries or abroad,
multilateral agencies bring together funds from multiple governments around the world, to allo-
cate to specific causes. For this reason, they are also often referred to as intergovernmental agencies.
The World Bank and UN agencies are among two of the largest and most well-known exam-
ples. The World Bank focuses on poverty alleviation and provides financing and programmatic
* http://www.startupbritain.org/.
† http://www.state.gov/e/eb/cba/entrepreneurship/spark/239681.htm.
‡ http://greeneconomy.bio/.
198 ◾ Introduction to Social Entrepreneurship
support to governments for sustainable development. Its regional equivalents are the Inter-
American Development Bank, African Development Bank, and Asia Pacific Development Bank.
The European Bank for Reconstruction and Development and the Development Bank of Latin
America are other similar examples. While these funding institutions often finance large-scale
private-sector enterprises, they increasingly are supporting initiatives to foster social entrepre-
neurship in emerging markets all over the world. The UN Development Group includes spe-
cialized agencies focusing on specific social challenges. These include UNICEF, UNDP, UNEP,
UNESCO, and ILO. Multilateral agencies are responsible for disbursing funds from their member
governments within the context of each agency’s mission and scope; this often involves partnering
with local actors such as social entrepreneurs.
NGOs
Social entrepreneurs may also turn to NGOs for funding. NGOs include any private association
organized by individuals having a common purpose. (This includes many social enterprises in
fact!) NGOs can either implement their own programs, products, and services or they can provide
funding to other implementing organizations to help fulfill their mission. (Some do both!)
As an example, let us look at two organizations based in the United States and United Kingdom,
respectively, and operating worldwide. MercyCorps is a US-based NGO tackling poverty and
injustice by building safe and productive communities.* MercyCorps operates internationally and
its staff implements various programs related to social determinants of poverty and injustice. At
the same time, it provides funding to local organizations and entrepreneurs worldwide to help ful-
fill its mission in the local context. Oxfam is an international NGO headquartered in the United
Kingdom that also implements a multitude of programs related to poverty reduction and social
justice. Oxfam also partners with local organizations and entrepreneurs in countries all over the
world to create solutions to these challenges.†
Numerous NGOs around the world focus on various sustainable development goals and may
offer funds to local organizations that can help them deliver their mission. Usually, they will
advertise such funding opportunities through civil society media, newsletters, and listservs, so
make sure you familiarize yourself with these media outlets in the area you are operating.
Foundations
There is one type of NGO that you should especially be familiar with.
Foundations are nonprofit organizations that were formed for the purpose of funding and sup-
porting other social purpose organizations.‡ This is a type of philanthropy, the practice of promoting
and supporting social welfare. Historically, some foundations have been formed by individuals or
families and have commonly been referred to as private foundations; well-known examples are the
Ford, Rockefeller, MacArthur, Hilton, Moore, Gates, Hewlett, Dell, Clinton, Qatar, and Nuffield
foundations.§ Other foundations have been formed by public entities or communities and are com-
* http://www.mercycorps.org.
† https://www.oxfam.org.
‡ http://grantspace.org/tools/knowledge-base/Funding-Resources/Foundations/what-is-a-foundation.
§ For more UK foundations, see “A review of UK foundations’ funding for international development,”
available at http://www.nuffieldfoundation.org/sites/default/files/files/NUF1272_Global_grantmaking
_FINAL_18_01_12.pdf.
Funding Your Venture ◾ 199
monly referred to as public foundations; these are often location specific, aiming to support a specific
geographical community* or, in some cases, a subpopulation.† There are also many foundations that
were formed for a specific cause, such as the Ms. Foundation, Sierra Club Foundation, and STARS
foundation, which focus on working with women, nature, and children, respectively. Increasingly,
corporate foundations are also becoming major players in the nonprofit world, as many large corpora-
tions dedicate resources to increase their social impact. Common examples from everyday companies
include Coca Cola, Pepsi Cola, Starbucks, Nike, Shell, and Google Foundation.
Investment Funds
Investment funds can be private or public, profit driven, or nonprofit. Individuals can come
together to form investment funds, pooling their resources and dividing the profits. Banking
institutions also have their own investment funds, which individuals or organizations can choose
to put their resources in. There are many different approaches to investment, and this chapter
will focus on social investment, which we’ll talk more about in a further section, but for now, it’s
important for you to be aware that there are private sources of funding for social entrepreneurs.
It’s also important for you to be familiar with the traditional sources of funding for commercial
entrepreneurs, to understand the full spectrum of financing for start-ups and the different ways in
which it is practiced. One of these is venture capital (VC).
VC firms focus on financial growth, not social returns to investment. In most cases, if a VC
fund invests in your start-up, they will own a certain percentage of it and will have decision-
making power. This is to ensure that they can influence the direction in which the start-up grows,
leveraging the experience and expertise of the venture capitalist to help the entrepreneur achieve as
much scale as possible and usually as fast as possible. The venture capitalist is taking a high risk in
investing in an entrepreneur and takes this risk because there is a chance of high financial return.
VC is a much sought-after source of funding for commercial entrepreneurs, but not so much for
social entrepreneurs. Private equity is another form of funding you will hear about in the com-
mercial world, but unlike VC funds, private equity funds target larger companies, not start-ups.
Other forms of funding that are more tailored to social entrepreneurs, such as impact investing and
venture philanthropy, have developed over the years and have stemmed from VC approaches. We will
learn more about these later in the chapter. Many venture philanthropists and impact investors begin
their careers working in VC and finance, and then go on to apply those same techniques (analyzing risk,
maximizing reward, and systematically collecting data to inform decisions) to social impact.
Individuals
Individuals can be sources of funding for social entrepreneurs, whether philanthropists seeking
social return on investment or investors seeking both social and financial return. During early
stages of developing your social enterprise, two types of individuals you may want to approach
include the following:
* http://foundationcenter.org/findfunders/topfunders/top25giving.html.
† http://en.cydf.org.cn/OurHistory/.
200 ◾ Introduction to Social Entrepreneurship
investor is an individual with the means to support an entrepreneur, who might be willing
to take a chance on you and your idea. It is different from the types of investors listed previ-
ously because it is a person, not an organization. These persons have the discretion to decide
whether and how to use their own money. They are always on the lookout for people out
there to change the world, who they can support, and help make it happen. Angel investors
sometimes form networks to bring angels and entrepreneurs together but still operate at
their individual discretion rather than as a company. Angel investors usually operate in the
world of commercial entrepreneurship, but some are increasingly interested in supporting
social entrepreneurs. Most ask for a financial return on investment.
Philanthropists are similar to angel investors but do not ask for a financial return on
investment. Their goal is simply to create something new, not to make money. Most philan-
thropists operate through a foundation (whether their own family or corporate foundation
or simply by donating through an existing foundation), but you might still find individual
philanthropists willing to support your social venture directly. We will delve into more
detail about the different kinds of philanthropists in the social investment section.
◾◾ Friends and Family
Smaller start-ups may choose to start with a small round of friends and family funding.
This is usually for the proof-of-concept stage of testing out the idea and demonstrating that
it works with a small pilot, after which outside funding can be secured. The founders literally
approach their friends and family to become investors, usually in return for a share of the
financial value of the venture.
Advantages of friends and family seed funding are that it is more easily accessible than
some of the institutional routes, and some entrepreneurs find it less stressful, carrying less
pressure. However, other entrepreneurs are quick to point out that it can in fact be more
stressful to ask for money from people you know, and can carry a different type of pressure
and emotional burden.
Some entrepreneurs are tempted to self-fund. They believe in their cause and in their solution so
much that they are willing to carry the financial burden themselves, with the belief and conviction
that it will succeed and they will be able to recoup their investment. However, this is highly advised
against. Not only is it financially risky, but it’s also an important part of your journey to success to
be able to rally supporters, stakeholders, and shareholders in some shape or form! You need to be
able to find enough people who believe in your vision and your ability to implement it enough to
invest in you. This is only the first hurdle of many that you will be challenged to overcome.
CSR
Approaching a corporate partner is another option for both financial and nonfinancial support.
Corporate Social Responsibility (CSR) is an increasingly common approach practiced by many larger
companies and increasingly even by smaller and medium-sized enterprises. Both privately and pub-
licly held businesses might be open to sponsoring or partnering with a social venture. This is based on
the premise that in addition to their financial bottom line, they would also like to increase their contri-
butions to the social and environmental bottom lines. Thus, they allocate resources, whether financial,
human, or structural, to growing their social and environmental impact in a positive direction.
When looking to approach a corporate partner, think about which business might have a
vested interested in your line of work. Look for mission alignment, common interests, resources,
and practices related to your venture. For example, a company focusing on the distribution of
Funding Your Venture ◾ 201
beverages worldwide may be open to venturing into increasing access to clean drinking water.* An
insurance company would be your best bet for partnering on a risk reduction scheme for small-
hold farmers.† Large companies often launch specialized foundations to fund and focus on their
CSR work, providing financing, expertise, and other inputs.‡
Types of Funding
The types of funds allocated by the previously listed organizations and individuals can come in
various shapes and forms, which we refer to as funding vehicles. The most common types are:
Donations
Donations are sums of money given by individuals or organizations to support a cause. Donations
can be given in small amounts, like in crowdfunding, or in larger amounts, like in the different
forms of philanthropy described previously (whether from individual philanthropists or through
foundations). Donations can be given on a one-time basis or on a repeating basis such as monthly,
annual, etc. Usually, donations are given to nonprofit organizations, initiatives, or people who are
implementing something specific such as a program, service, awareness campaign, or lobbying
for a certain cause. In return, the social entrepreneur often reports back to donors, but this is not
always required. Donations do not require a financial return, only a social impact.
The word donation is often used to describe a hands-off approach whereby the donor provides
the money but does not usually get involved in implementation. When an institution provides
money in a more structured way carrying more requirements, we then refer to it as a grant.
Grants
A grant is a sum of money given to an individual or organization for the purpose of achieving a spe-
cific aim. Grants are commonly given by foundations and other NGOs, multilateral organizations,
governments, and aid agencies. In some cases, these are given out for research and development pur-
poses, in other cases for implementation of proposed programs, and yet in other cases for evaluation
and dissemination of information. Grants are usually structured in a way that requires the recipient
to propose a specific budget, letting the funder know what the money will be used for and by when.
Grants usually require a proposal process, which can vary in length and intensity depending on
the funding institution. Usually, this starts with a call for proposals, which is circulated and adver-
tised in the networks of the funding institution and on its website and social media. Networks
include mailing lists, development websites, subject-specific journals, etc. Calls for proposals can
be open ended (this is sometimes referred to as a rolling application) or can have a fixed end date.
Many grant-giving institutions issue a call for proposals once a year and have a fixed review
schedule, similar to a university application process. Others have a less regular schedule depending
on their funding and budget situation or their organizational strategy. For example, Rockefeller
Foundation has a proactive strategy whereby it actively scopes prospective grantees, depending on
subject-specific initiatives. Gates Global Challenge also has subject-specific challenges, but issues
* http://www.coca-colacompany.com/stories/slingshot-inventor-dean-kamens-revolutionary-clean-water-machine.
† http://www.trust.org/item/?map=kenyas-urban-poor-feel-the-rural-pull-as-insurance-helps-makes-farming-viable/.
‡ http://google.org/, http://www.legofoundation.com/.
202 ◾ Introduction to Social Entrepreneurship
these through an open call for proposals each year. Alfanar has a biannual cycle, with calls for pro-
posals in the fall and spring and sometimes reserves funds for unsolicited pitches which meet its
criteria. Governmental and multilateral agencies may issue requests for proposals more frequently
than that, depending on programming, congressional budgeting, and other considerations.
The grant application process usually requires the applicant to present a budget explaining
what the granted funds will be used for in detail and a corresponding timeline. Indicators to
measure outputs produced by the budgeted activities are also a common requirement. Grants are
usually found in subject-specific program areas (e.g., health, environment, education, financial
inclusion, and gender equity) but can also be found in programs aimed at fostering innovation
and entrepreneurship across topics. The most common duration of a grant is one year, but shorter
grants and multiyear grants are also common.
Pros and cons of grants depend on the organization they are coming from. Some organiza-
tions require a heavy reporting process, especially government agencies and multilateral agen-
cies. A commonly heard complaint among social entrepreneurs is that more time can sometimes
be required to fulfill these reporting requirements than to do the actual work! Especially when
combined with the lengthy application process and staggered timelines of various grant-making
organizations, many social entrepreneurs may find that this can become overwhelming and
counterproductive. However, many grant-giving institutions also provide nonfinancial support
such as technical guidance and expertise, and these can be found to be a huge advantage. In addi-
tion, grant-giving institutions often seek to develop a long-term relationship with the grantee (as
opposed to a one-time award), which can also be an advantage.
Awards
Awards lie somewhere in between donations and grants, in the sense that, on the one hand, they
carry fewer restrictions and commitments and, on the other hand, they are received at the end of
a structured process whereby candidates are systematically compared and assessed based on prede-
termined criteria. Awards are usually given at the end of social enterprise competitions or in asso-
ciation with specific events. Two examples from different parts of the world are the Clinton Global
Citizen Award and the King Abdallah award for youth innovation and achievement.* While the
former is a ceremonial recognition that can help to highlight a social entrepreneur’s work, the
latter is a financial award that resembles a grant. Banks and other commercial institutions are
increasingly offering such awards. They are most often awarded as a one-time gift. Awards can also
come in the form of free consulting—this is commonly found in social entrepreneurship contests,
which are held by universities and other organizations.
Awards are similar to donations in that they are less likely to be associated with specific bud-
gets, targets, and timelines like grants are. However, they are similar to grants in that they are
awarded in return for a competitive process, whether the social entrepreneur is assessed for an
early-stage idea or a later-stage development that has already shown results.
Loans
A loan is a sum of money that is given to an individual or organization and must be returned.
This is commonly referred to as credit or debt. Loans usually carry interest, which means that in
addition to repaying the original amount (also known as the original capital), you need to pay an
* https://www.clintonfoundation.org/clinton-global-initiative, www.kaayia.jo.
Funding Your Venture ◾ 203
additional amount in the form of a percentage. The percentage can range widely. Sometimes, it is
matched to the rate of inflation so that the lender is neither gaining nor losing money. (Because
the value of money decreases over time due to increasing prices, otherwise known as inflation, by
the time the loan is repaid, it is worth less than when it was issued.) This is often referred to as a
low-interest loan. Lenders specialized in the nonprofit sector may also issue a zero-interest loan,
which only requires the original capital to be returned.
In most cases, the interest is larger than inflation because the lending institution or individual
is relying on this loan to generate an income. However, funders specialized in social ventures usu-
ally minimize the interest because their goal is to grow your social impact and they are wary of
putting you at a financial disadvantage.
Many social entrepreneurs have a fear of loans because it is money that they are required to
return to the funder. Certain cultures around the world are more credit-averse than others.* To
qualify for a loan, you must demonstrate to the creditor (the individual or institution issuing the
loan) that you have the capacity to generate enough revenue to pay it back. Regardless of the suc-
cess of your venture, you are still obliged to return the loan.
However, the advantage of a loan is that it can give you more freedom than other forms of
social investment such as grants or equity. You are accountable to paying it back, but you are also
usually free to use it as you see fit to achieve your social mission while generating the required
financial return for your venture and for your creditor.
Equity
Equity refers to a financing mechanism whereby the funder owns a part of your venture, often
proportional to the amount of money they have given you. Equity investors are referred to as
shareholders. A share simply refers to a part of the company, and a shareholder is someone who
holds a part of the company. Types of funders most commonly associated with equity investment
include venture capitalists, private equity firms, and individual investors (whether angel investors,
or friends and family). Regardless of who your funder is, if you’re working with equity the basic
core processes are more or less the same.
First, the venture is valuated. This means an estimate is made of the financial value of the prop-
osition you are offering. How much is your venture financially worth? This is calculated according
to projected future revenues. Let’s say your venture is valuated at $1 million. If a funder invests
$10,000 in your start-up, they will own 1% (i.e., 10,000 divided by 1 million). Next, a term sheet
is drawn up that sets out the agreement between the funding and funded party. This is similar to a
grant agreement and a loan agreement. The terms of the agreement specify for how long the equity
is initially held (e.g., three to five years while the venture is growing). After this initial period, the
funder may have the option to hold onto their share, if they desire to maintain ownership; or cash
out, if the entrepreneur is able to buy back their share by paying them the same percentage value of
the company’s current worth at the time. This may or may not equal the initially forecasted value.
If the company grows more than was projected, the funder will take away a larger financial sum
than they invested, and if the company grows less than projected, the funder could end up losing
their money. The funder also has the option of selling to another investor, other than selling back
to the social entrepreneur.
* http://www.ssireview.org/blog/entry/fueling_financial_innovation_in_the_middle_east.
204 ◾ Introduction to Social Entrepreneurship
The most striking difference between loans and equity is that loans must be repaid, regard-
less of the outcome. Whether the venture succeeds or not, the entrepreneur is held liable for the
loan, and the funder will get the money back. For equity, however, the funder is not guaranteed
to get the money back. The funder simply owns a part of the venture; so if the venture succeeds,
they have the option of selling this ownership for cash, but if it does not, then there is no financial
return. Another characteristic of equity is that ownership often confers decision-making power
(unless this is waived). Of course, in the previous example, 1% ownership does not give much
power to the individual funder. However, in many cases, the group of individuals investing in a
company can add up to a large percentage of ownership, so that they can influence outcomes and
decisions made. Also, some equity investors may impose stringent criteria before getting involved,
such as the larger impact investing firms. Therefore, some entrepreneurs would rather take the risk
of having to pay back a loan rather than share ownership with funders. Others might prefer the
support of equity versus the liability of loans.
TC: Sir Ronald, I was hoping you could tell us a little bit about the
latest developments in financing for social entrepreneurship.
RC: It’s a revolution in the making, aiming to improve the lives of
those in need. The G8 Taskforce, which I chaired, has been
succeeded by a Global Steering Group, which includes 13
countries. I’ve just come from one of its meetings, and what
is clear across these countries is the extensive efforts to mea-
sure results and to remunerate social entrepreneurs for social
outcomes. This is the fundamental idea behind social impact
bonds (SIBs).
TC: Tell us more about SIBs.
RC: SIBs are a vehicle for achieving tangible outcomes—improved enrollment rates,
improved employment rates, etc. Governments, corporations, foundations, and oth-
ers can target social challenges through social impact bonds. If the social entrepreneur
achieves results, the investor is reimbursed and receives increasing interest according
to their success. This has been used by countries all over the world to tackle various
challenges such as reducing higher education dropout rates, reducing the rate of dia-
betes and other chronic diseases, and many other topics. It’s replicable and applicable
across sectors.
TC: How are SIBs and other new financing mechanisms influencing social entrepreneur-
ship worldwide?
RC: Social entrepreneurs up until now have tended to focus on raising grants and dona-
tions. The big change that has occurred since 2010, when the first SIB was launched
Funding Your Venture ◾ 205
in the UK, is a realization that if you can deliver social improvements, you can repay
your investors. This effectively means that social entrepreneurs can create their own
balance sheets to support their efforts by monetizing the social improvements they
bring. At the same time, the measurement of impact has led social entrepreneurs
using a profit-for-purpose model, as opposed to a not-for-profit one, to define impact
objectives alongside financial ones. We’ve come to define impact entrepreneurship
as encompassing two avenues: not-for-profit organizations and profit-with-purpose
businesses. SIBs are mainly for nonprofits. Profit-with-purpose businesses can access
equity and debt, to pursue opportunities that deliver both financial and impact
returns, often innovating through models that allow lower price points for the con-
sumer and require lower capital investments.
TC: What are some examples of innovative financing from around the world?
RC: The best example is the UK. The government used unclaimed assets: they took bank
accounts that had been separated from their owners for 15 years and allowed the
funds, 400 million pounds, to go to Big Society Capital to invest in organizations
funding frontline social organizations. This was supplemented with 200 million
pounds from banks. So, an entrepreneur in the UK is now able to go to scores of orga-
nizations and social investors to raise money—a range of choices. Japan is now also
releasing $800 million in unclaimed assets from banks. Australia is making an effort
to set up a financial wholesaler of capital for social impact. So there is a bubbling of
activity, which feels a bit like the early days of VC.
Crowdfunding
Before we dive into large-scale investors, it is important to mention the crowd. Ordinary people
who do not have large amounts of money can still think of themselves as social investors. They
can lend money to people living in poverty to help them build small businesses (such as Kiva.
org, which we talked about in Chapter 1), donate to help support an inspiring idea come to frui-
tion (such as the crowdfunding websites described in Chapter 9), or invest their money in social
ventures through the increasing number of crowd investing platforms (such as the new Vested
.org, which allows investments of as little as $20). All these activities and funding mechanisms
are considered social investment: putting resources into a social venture to help it grow and cre-
ate change. If your social venture appeals to the crowd, then this can be an important source
of funding for you. In fact, some social ventures have built their business model entirely on
the assumption that crowdfunding is a sustainable source of revenue (see, for example, www
.crowdfundhealth.org).
Philanthropy
Philanthropists are individuals who donate large sums of money to help create something that
didn’t exist before, or help sustain or grow an existing venture or initiative. Philanthropists can help
create or support new movements or institutions like universities, museums, theaters, hospitals—or
they can support a person or group of people in their work, like artists, scientists, activists, or social
entrepreneurs. As mentioned previously, many philanthropists donate through a foundation and
others donate individually to different causes. While philanthropists are in it for the social change
and not the money, they may sometimes ask you for a financial return on their investment so that
they can then invest in other social entrepreneurs as well. There are specialized approaches in phi-
lanthropy, with some huge similarities and some key differences.
Strategic philanthropy refers to the practice of philanthropy to achieve predetermined goals
by studying what milestones are needed to reach those goals and taking an active role in making
sure that those milestones are achieved. Strategic philanthropists are working toward specific
social outcomes and thinking about how to invest their money to best achieve those outcomes.
We use the word invest here to demonstrate that strategic philanthropists evaluate the return
on investment in terms of what social outcomes will be produced if they support something.
Many foundations practice strategic philanthropy, raising funds from individual or institutional
investors (including governmental, multilateral, or private) and channeling those funds to sup-
port social ventures, often providing nonfinancial resources such as technical support to help
recipients produce a larger impact. Grants are the primary funding vehicle in the large majority
of cases. Recipients are required to produce social outcomes, but they are not always required to
generate financial revenue, so strategic philanthropy can be a helpful funding source for nonprof-
its. Along those same lines, catalytic philanthropy refers to an approach whereby the philanthropic
organization takes responsibility for the outcomes, mobilizes others and uses all available tools,
generating actionable knowledge to develop the field further.* Examples of foundations practic-
ing catalytic philanthropy are the Gates Foundation and Rockefeller Foundation, among many
others.†
* http://www.fsg.org/approach-areas/catalytic-philanthropy.
† http://www.gatesnotes.com/About-Bill-Gates/Catalytic-Philanthropy-Innovating-Where-Markets-Wont.
Funding Your Venture ◾ 207
Venture philanthropy refers to the practice of providing financial and nonfinancial support
using a hands-on approach over a long-term investment, with predefined exit criteria that the
organization is working to achieve before the investor withdraws support. Venture philanthropy
organizations (VPOs) maintain a portfolio of investments—social ventures receiving sup-
port from them—and evaluate the impact of their portfolio, reporting back to their investors.
Investors can include individual philanthropists or institutions (including government, multilat-
eral, and private institutions). Most VPOs require that their investees (the social entrepreneurs
and organizations they invest in) generate a financial return; however, the return is intended for
the investee to grow, not for the VPO to generate a financial return on investment. Examples of
VPOs from around the world include New Profit in the United States, Social Ventures Australia,
and Alfanar Arab venture philanthropy; numerous multiple VPOs in the United Kingdom and
Europe can also be found under the umbrella of the European Venture Philanthropy Association.*
Depending on the organization, financial vehicles used in venture philanthropy can include
grants, loans, and equity.
Impact Investing
Impact investors require both a financial and a social return on their investment. This can take
place in the form of either debt or equity. Some impact investors, like Acumen Fund and Echoing
Green, are nonprofit organizations that reinvest the financial returns into other organizations and
expand their impact without distributing any financial gains to their donors. Other impact invest-
ing firms operate in a for-profit capacity, distributing financial return to their investors in addi-
tion to reporting on their social impact. Private impact investing firms are sprouting up all over
the world, where individuals and institutions pool their money for both financial gain and social
impact. In between the two is also another type of nonprofit organization that leverages private
capital for social impact and returns financial gains to investors, and then reinvests any remaining
profits for social impact rather than distributing dividends. A good place to read about the wide
spectrum of impact investors is the Global Impact Investing Network (www.thegiin.org).
Private investors are willing to put their money in ventures that may generate less financial
return than the commercial averages, in favor of generating social and environmental returns.
Impact investors valuate the total output produced: financial, social, and environmental. This
is in contrast with traditional commercial investors which valuate only the financial outputs of
investees. Each part of the world uses different terminologies and legal frameworks, but the core
concepts are the same. In Europe, an investment fund qualifies as a Social Entrepreneurship Fund
if at least 70% of its capital is invested in social businesses, defined as having a supply chain or end
user composed of vulnerable or marginalized, disadvantaged, or excluded persons.†
* http://evpa.eu.com (includes both VPOs and foundations practicing venture philanthropy among other
activities and program areas).
† http://www.oecd.org/sti/ind/social-impact-investment.pdf.
208 ◾ Introduction to Social Entrepreneurship
responsibility of their investees. They want to make sure that the companies they’re supporting
have policies and practices in place to ensure that they are reducing their carbon footprint, con-
tributing to their communities, and providing social benefits to their employees. While this is a
slightly different field of practice than what this book focuses on, it has huge implications for social
entrepreneurs. Socially conscious investors and socially conscious customers who want to know
more about the products they are buying play a powerful role in shaping the market.
CHAPTER SUMMARY
◾◾ Social entrepreneurs have a wealth of funding opportunities to choose from and more
importantly can catalyze new opportunities. One way to explore your various options
is to examine the different funding sources, vehicles, and approaches.
◾◾ Sources of funds can range from individuals and private investment funds to corporate
funding, government funds, multilateral organizations, and NGOs, including foundations.
◾◾ Types of funding vehicles include donations from individuals or awards from insti-
tutions, which are usually given with no strings attached; grants from institutions,
which are given for specific objectives; loans, which can be provided by either indi-
viduals or institutions and must be repayed; and equity vehicles, which confer partial
ownership to the individual or institution providing funding.
◾◾ Social investment is a growing field in which individuals and institutions apply a wide
range of approaches to support social ventures. Depending on the objectives of the
funder and what they expect to receive in return, social investment can include more
than one of the above sources and vehicles. All social investors require a social return
on investment, and some require a financial return on investment too.
◾◾ Your social venture may qualify for more than one of these options at the same time
or over various stages in its life cycle. The key is finding the right fit for you and your
stakeholders, based on the business model you’ve co-created.
◾◾ Like everything you do as a social entrepreneur, don’t assume that the status quo of
social investment is the way things have to be. Bring together new players, catalyze new
conversations, and find new ways of mobilizing financial and non-financial resources.
Now that you’ve developed a sense of the various funding opportunities available to you, it’s time
to start thinking about how you will build your venture and institutionalize it for sustainability.
The different options available to you will depend on the country you’re operating in and on your
business model of course. In this chapter, we will explore various legal structures and other com-
ponents of institutionalizing your venture, including your internal governance and composition.
Legal Structure
When to Register
Before launching your venture, it’s worth stopping and asking yourself whether you really need to
register and build an entire organization starting from scratch. Is it possible to launch your ven-
ture from within an existing organization? It could be a new department, program, or project of
a larger organization; a new branch; a joint venture; or a variety of other creative setups. If you’re
able to identify someone else who’s working toward and dedicated to the same mission as you, then
why are you starting your own organization?
Setting up an organization is costly. It requires time, resources, cash, legal expertise, paper-
work, and ongoing tax and maintenance fees. Not only the setup but also the ongoing costs
required to run an entire organization are not to be underestimated. Your brain space alone is a
valuable piece of real estate, and if there is any way to free it up from the start, then it is advisable
to at least explore this option.
A large part of this chapter will be dedicated to learning about legal options to register an
organization and other aspects of creating and growing a new organization. But before we start,
know that this is not your only option. In fact, many established and successful entrepreneurs and
serial entrepreneurs have advised against it in their public speaking.
This is especially the case for social ventures that will seek out grants and donations as part of
their revenue stream. The market will determine whether there is a space for a for-profit venture,
and funders seeding the start-up costs of a for-profit are not likely to support it if they do not
believe there is a market to keep it going. Too often, however, passionate individuals raise dona-
tions to start a nonprofit, without having a vision of whether the work can be achieved without
213
214 ◾ Introduction to Social Entrepreneurship
investing all the time and money required to build an organization. Their cause draws attention,
but they struggle to build and sustain the organization.
If you are starting a new nonprofit, ask yourself first what value you are adding that cannot
be achieved by working under the umbrella of an existing organization, whether it be a nonprofit,
government, private, or academic institution. Who has started similar organizations before, and
does it make sense to join forces with them? Nonprofits often compete for valuable resources when
they could be joining forces to more effectively garner them—whether it be people’s attention or
funding.
A third option is to incubate within an existing organization and then spin out on your own.
This can provide valuable time and resources to test and refine your product or service—time that
would otherwise be spent in the red if you are out on your own, before you are able to scale and
generate enough revenue to be self-sufficient.
Can you test your proof of concept under the umbrella of a host organization before you
spin out on your own? Riders for Health is an example of an organization that was started out
of MercyCorps and then later spun out on its own when it became more financially sustain-
able.* During this time, it benefited from the human resources and existing infrastructure that
MercyCorps provided. This included administrative, legal, logistical, technical, and a host of other
resources. Even raising money may be more effective if done with a larger organization.
When you reach a stage where you need to register and open a new organization because you
will gain something tangible and crucial, then take that step. But don’t register and open a new
organization just for the sake of it.
Legal Options
If and when you do decide to register, your legal form will most likely reflect your business
model. If you are a nonprofit organization, then the most likely legal form for you will in most
cases be a charity or association, depending on the country (more later in the chapter). If your
organization is a for-profit, then depending on your country or state, you will need to either
choose from one of the traditional for-profit setups or register as a social enterprise if that option
is available to you.
Many social entrepreneurs aspire to run a for-profit business that reinvests all its profits into
growing its social impact after distributing any required returns to its investors. While you may
argue that this operation is not for profit, legal requirements in your country may not be developed
enough in the social entrepreneurship direction for you to qualify for certain registration options.
At the end of the day, many social entrepreneurs feel that it becomes more of a taxation issue and
less of a reflection of their business model and social impact model. Whatever the requirements in
your country are, let’s go through the basics first so that you can get a picture of how it works in
most places and then definitely make sure you get a few different opinions from specialized legal
professionals.
Charity
In many countries, the legal structure of a charity is suitable for nonprofit organizations, including
those that generate revenue. For those with less than 100% cost recovery (that is, where revenue
* www.riders.org.
Building the Organization ◾ 215
generated is less then expenditure toward the social mission), this is the most commonly chosen
legal option.
Each country has its own version of the mainstream charity organization legal form. In the
United States, the most common form of registering a charity is the 501c3, which you will find
for the majority of nonprofit organizations. In the United Kingdom, there are four main types of
charity structure: unincorporated associations, charitable incorporated organizations, charitable
companies, and trusts.* Checking for the type of legal registration of leading nonprofit organiza-
tions in your country is one way to find out what setups are common in your country—usually,
this information will be clearly stated on the nonprofit’s website and printed materials. Each coun-
try also has its own nuances, and it is important to understand the pros and cons of each option
before you proceed.
One of the main advantages associated with registering as a charity in most countries is that if
you need to raise money to supplement your revenue-generating activities, having a charity status
facilitates this type of fundraising. When individuals donate to charities, they receive tax deduc-
tions; this was set up by most governments in order to encourage people to give. Similarly, when
businesses and other institutions support social enterprises, they too receive tax deductions, which
provide an incentive to help catalyze these types of transactions. Most social entrepreneurs aspire
to have enough revenue generated on their own to not require donations at all. But many still rely
on this form of funding, at least partly, and especially toward the start of the venture. Others find
that tax incentives can make or break their business model! We saw an example of a social enter-
prise that leveraged this option as a resource in the Daily Table case in Chapter 5.
Some social ventures are able to generate enough revenues to equal or exceed their costs. In
most cases, this margin of profit (revenue minus cost) is reinvested in the social mission, i.e., spent
on growing the organization toward achieving more of its social impact. If this is accounted for
in the annual paperwork of the organization (reports, accounts, government filing), then it can
be shown that in fact this is not a profit-making organization because all revenues are directed
toward new costs that are incurred to achieve more of the mission. In this case, a charity registra-
tion might still be possible in certain settings. In other cases, it may behoove you to explore more
options.
Social Enterprise
Social enterprise legal options are nascent and limited in many countries. In the United States,
two options have emerged out of the most commonly found for-profit legal options, the traditional
LLC and C-Corp structures. The traditional LLC is a limited liability company; this is a for-
profit venture designed to attract private investment and is common for commercial start-ups. The
newer L3C is a low-profit LLC, which is not designed to maximize profit; its primary mission is
charitable but it is still free to distribute profit to the owners. This type of social enterprise has the
flexibility to generate profit while being driven primarily by its social mission.
The traditional C-Corp structure on the other hand is common for larger corporations (most
major companies) and is different from the LLC because it is taxed separately from its owners.
The newer B-Corp has the same tax status but with a purpose of creating public benefit, thus its
title as a “Benefit Corporation.” The formation of this newer legal option was driven by social
entrepreneurs with the purpose of promoting accountability and transparency by legally defining
three bottom lines for the organization: financial, social, and environmental. Not all states have
* https://www.gov.uk/charity-types-how-to-choose-a-structure.
216 ◾ Introduction to Social Entrepreneurship
L3C and B-Corp options. The Flexible Purpose Corporation is another newer option that has
passed in California and Washington (where it is called the Social Purpose Corporation). This
legal form requires boards and management to agree on one or more social and environmental
purposes with shareholders, while providing additional protection against liability for directors
and management.
In the United Kingdom, a common legal option for social enterprises is the community inter-
est company (CIC).* This was created specifically for social enterprises and is regulated by the
government to ensure that it does not deviate from its social objective. The CIC provides tax
benefits to social enterprises that have prespecified restrictions on the distribution of profits. In
the United Kingdom, for example, a CIC provides tax benefits to hybrids that agree to limit their
distributions to investors. A CIC, once given governmental approval, has its assets “frozen” and
designated for general community benefit. Investors can receive capped dividends on their invest-
ment, but the principal is never retrieved. Another option is the “group structures with charitable
status,” which recognize that the organization not only has a charitable mission but also generates
revenue and may want to retain some surplus for strategic purposes to sustain and achieve its long-
term mission.
For-Profit
The most common legal structure for commercial business in the United Kingdom is the
“Companies limited by guarantee or shares.” This is similar to the LLC and C-Corp options in the
United States. Across countries, some social ventures choose to stick with the traditional business
structure offered by these legal options because they allow for more flexibility in the company’s
internal governance structure and in getting investment. In these cases, in order to ensure that the
company operates as a social enterprise, the founders draft their own internal governance struc-
tures by incorporating the social mission into the paperwork, whether in the form of a constitu-
tion, articles of association, rules, and memorandum depending on the country. For example, a
social enterprise registered as a for-profit company will take the responsibility on its own—without
government regulation, if it chooses this option—to specify in its internal governance that a cer-
tain percentage of profits will be reinvested into the social mission. This percentage can range
widely, from less than 10% to 100%.
In most countries around the world, social entrepreneurs do not have many options tailored
to them, as specific legal structures have not yet been created for social enterprises. Thus, creating
their own clear-cut internal policies and procedures and incorporating these into their legal papers
and registration (regardless of whether they choose a charity status or a for-profit status) are their
pathway to creating their own legal structure.
Hybrid Setups
Many social entrepreneurs also opt for a hybrid model whereby they register one for-profit and
one nonprofit entity. The rationale behind registering two separate organizations is that it provides
more flexibility and allows the entrepreneur to benefit from a larger range of funding options,
from venture capital to charity donations. This option might make sense for those organizations
with a hybrid business model, as discussed in previous chapters. However, the hope shared by
many social entrepreneurs is that new forms of legal structures will emerge and grow, which will
* https://www.gov.uk/set-up-a-social-enterprise, http://www.socialenterprise.org.uk/.
Building the Organization ◾ 217
provide the same kind of flexibility and consideration for their needs, rather than having to rely on
these two traditional options or a combination thereof.
In some cases, social entrepreneurs launch their start-up with a charity registration, and over
the years, as they grow and scale, they move on to start a for-profit. This was the case for One
Earth Designs, whom we met in a previous chapter. Initially registered as a 501c3, the social
enterprise later went on to register as a B-Corp to sell to the commercial market (oneearthdesigns
.com) while retaining the charity to support sales and distribution in low-income settings (one
earthdesigns.org). Another example is Embrace, the infant warmer, which also began as a 501c3
(embraceglobal.org) and later registered as a for-profit social enterprise for rapid scale of its manu-
facturing and distribution (embraceinnovations.com). In both cases, the nonprofit owns part or
all of the for-profit, a setup that gives the nonprofit power to control the activities of the venture
while protecting its social mission.
If a hybrid were to register as a nonprofit only, it could not access equity capital markets
because it can’t legally sell ownership stakes to investors. But if a hybrid were to incorporate as a
for-profit only, it couldn’t offer the same tax benefits to donors as registered nonprofits do, even if
these approaches lead to the most effective social solution.
Cooperatives
Other options available in most countries include the cooperative structure, whereby the orga-
nization is owned by a number of individuals or groups of individuals, known as members.
Cooperatives are common in the agricultural sector but are increasingly growing in other sectors,
including the service, credit, consumer, and housing sectors. In the United Kingdom, the two
main cooperative, legal structures are the industrial and provident society (IPS) cooperative and
the IPS community benefit society, also known as “bencom” or “society for the benefit of the
community.” The former is set up for the benefit of its members (in the agricultural sector this
would be the individual farmers) and the latter is set up in a way that it can benefit others in the
community, even if they are not members.* While by name the Bencom appears to be structured
similarly to the B-Corp in the United States, in practice, it has more stringent requirements to
qualify for registration as a society and not as a company, such as including a provision requiring
that its benefits will be returned to the community and not its own members. This is not to say the
United Kingdom and United States are the only countries with cooperatives! In Kenya, coopera-
tives are responsible for almost half of the gross domestic product, operating the vast majority of
the coffee market, cotton market, and other national production. In Argentina, up to a quarter
of the population is a member in a cooperative, and in Columbia, the majority of microcredit is
provided by cooperatives. In France and in Japan, 9 out of 10 farmers are members of a coopera-
tive. In Denmark, more than a third of the consumer retail market is held by consumer coopera-
tives, and in New Zealand, three quarters of wholesale pharmaceuticals are held by cooperative
enterprises.† In China, farmers’ specialized cooperatives benefit from tax exemption from selected
tax categories such as the value-added tax.†
* http://knowhownonprofit.org/basics/setting-up-a-charity/legal-forms-for-non-profits-1/ industrial-and-provident
-societies.
† http://www.bsr.org/reports/FYSE_China_Social_Enterprise_Report_2012.PDF.
218 ◾ Introduction to Social Entrepreneurship
* Jamali, D., & Lanteri, A. (2015). Social Entrepreneurship in the Middle East. Palgrave.
† http://intellecap.com/sites/default/files/publications/intellecap_landscape_report_web.pdf.
‡ http://www.groupe-sos.org/en/387/organisation.
Building the Organization ◾ 219
Investing in a lawyer is crucial when registering your venture. It may be possible to recruit a
pro-bono lawyer who is willing to give their time at no cost, or at reduced costs. It may also be
possible to obtain legal counsel, or at least information on lawyers specialized in social entrepre-
neurship, through one of the many organizations that support the formation of social enterprises
that we discussed in Chapter 10. Universities also often have legal clinics with reduced fees that
are open to students working on registering a new organization.
Organizational Health
Whether you register your social venture as an independent legal entity or as an initiative within
an existing entity, you can still apply the concepts presented in the following sections to yourself,
your work, and your team. The main idea behind the concepts presented in this chapter is to think
of your social venture as an organism. It is a living, breathing, being and it’s up to you to ensure
that it’s provided with the support system, environment, and nutrients that will nourish it and
allow it to grow.
Reflecting on your own life, when you go to the doctor or take your children to the
doctor, the doctor examines you and asks you questions and diagnoses you. She or he may
give you a mark of good health or may warn you that certain aspects of your health need
strengthening. She or he will ask you various questions about your activity patterns and your
nutritional patterns and will measure your physiological health indicators and mental health
indicators.
So too should you as a social entrepreneur observe and strengthen the health of your organiza-
tion. In the following sections, we will discuss key points that reflect a healthy organization and
how you can ensure that all these factors are in place (Figure 11.1). What does a healthy organiza-
tion look like?
Vital signs:
Governance
Financial
health
Institutional
memory
The organization
as a living, Transparency and
breathing accountability
organism
Human resources
Legal and
tax health
Information and
communication
systems
Financial Health
A healthy organization has healthy financial systems. What does this mean? We have already dis-
cussed the importance of having a solid business model in place, specifying your revenue streams
and expenditures. Ensuring that you are well equipped with financial planning, reporting, man-
agement, and accounting systems is essential in tracking and managing this flow of revenues and
expenditures.
Financial planning means being prepared ahead of time for the flow of cash and other
resources into and out of your organization. The reason it is crucial to be prepared is that inflow-
ing and outflowing resources may not always be synched in the same schedule. Depending on
your industry and sources of revenue, resources might cycle into and out of your venture at dif-
ferent times. Knowing ahead of time when you’re expecting revenues and how much (whether
from funders or end users) and when you’re expecting to make payments (whether monthly
salaries, utilities, service costs, manufacturing costs) will help make sure you don’t run out of
resources.
Budgeting is a huge part of financial planning. Having annual forecasts is important not only
before you start but also for the duration of your venture’s life cycle. During the start-up phase,
you might be in the red, and that’s completely normal. It’s important for you to have a plan on how
you’re going to get yourself to the point where you’re finally financially sustainable. And when you
do get to that point, you may want to consider having reserves of financial resources on hand to
serve as a safety margin. Last but not least, financial planning is critical in helping you determine
your growth strategy. Expanding your operations can be a huge investment; sometimes it can feel
like being a start-up all over again!
Financial management entails a lot more than planning. It also entails the ongoing manage-
ment of resources, ensuring that all expenditures and revenues are accounted for and making sure
that your venture is abiding by legal requirements. On the accounting front, building systems
to facilitate the tracking of revenues and expenditures can be as simple as buying an accounting
software platform in which you can enter each item as it comes in or goes out. Some of the newer
software allow you to take photos of receipts from your phone and these are automatically entered
into a spreadsheet, which you can then manage.
Building the Organization ◾ 223
It is highly advisable to have a specialized person take care of the accounting needs of your
organization. If you try to do everything on your own, it can not only overwhelm you and dis-
tract you from other components of your work, it also can result in less-than-optimal results and
hurt your social impact in the long run. Specialized accountants can be either outsourced (i.e.,
paid for a concrete task, without entering your payroll and becoming an employee in your orga-
nization) or as your venture grows, you can have one or more persons join the team to handle
your finances.
Financial management as a whole is not something you can do alone. Unless one of your
cofounding team members is specialized in this subject area and has previous experience, you are
putting yourself and your venture at a huge risk if you don’t hire, contract, or outsource this ser-
vice. Moreover, it can be quite time consuming. First, different funders and investors will have dif-
ferent reporting requirements. Second, as you grow, checks and balances will need to be put into
place to ensure that there is no room for corruption. Who is responsible for writing checks? Who
manages cash accounts and tracks receipts? How many signatories are there on your accounts?
These are all details you will have to keep in mind.
Last but not least, as your venture develops, your financial needs will change. The person who
will help you fill out that initial accounting software system is probably not the same person who
will help you broker high level deals with banks! Like everything else in your organization, your
financial systems and team will evolve over time.
Taxes
Taxes are a topic spanning multiple categories—financial health, reporting, legal requirements,
and registration options. As mentioned by Dr. Powers in the interview box, understanding the
tax requirements of different countries and different legal forms within each country will likely
be part of the decision you take on how to register. This underscores the importance of consulting
with legal experts at that stage of decision making. Once you register, staying on top of your tax
requirements takes on a whole new level. Not to mention, it affects your balance sheet and cash
flow. Managing all this is not something you can do alone, nor should you. It is time consum-
ing and requires you to stay up to date on tax law and other moving parts. Using a certified tax
specialist working closely with your accounting person or team is critical. This will not add a huge
expense to your annual budget and will be well worth the investment.
Reporting
Different legal registration forms have different implications for reporting requirements, with
charities and nonprofits often bound to stricter requirements than privately held for-profit busi-
nesses. However, regardless of your technical legal specification, as a social venture, it behooves
you to share information with the outside world, demonstrate transparency in your financial and
social inputs and outputs, and account for your activities and use of resources as they pertain to
fulfilling your social mission.
Many social ventures post their annual financial reports on their websites, to account for all
sources of revenue and funding, including trading activity and donations, as well as expenditures.
Social ventures also report their impact, not only for their own internal M&E purposes but also to
communicate to all stakeholders what they are doing and whether it is working. There are various
reporting frameworks that social ventures can use, and these can often be found online depending
on your industry and location. At the end of the day, it is not which reporting template you use
224 ◾ Introduction to Social Entrepreneurship
but rather the fact that you are holding yourself accountable to sharing your organization’s ins and
outs with the world that make you a stronger social venture.
Internal Governance
Regardless of the legal structure of your venture, it is important to have internal governance docu-
ments and guidelines. These outline the key principles, policies, and procedures that your venture
adheres to and holds everyone accountable to them. Chances are, in the past, you’ve been involved
in a volunteer group or student group at one point in your life. These groups have constitutions
that outline the make-up of the organization (officers), the decision-making processes (voting),
and the rules by which all members should abide (by-laws). Just like a nation has a constitution
that serves as the basis for policy-making and legislation, your organization also needs a constitu-
tion. It can be called “articles of association” or might have another name depending on the type
of organization and the country you’re operating in. The nomenclature is less important than the
basic principles, which require you and your founding team to lay the foundation for your orga-
nization’s growth and well-being.
Your business plan already contains a huge portion of the information required for your inter-
nal governance. It states what you’ll do with profits, describes your organization’s mission, and
lays out how all your work will reflect the mission. What remains to be added in your internal
governance documents are the rules and processes that will govern the execution of these guid-
ing principles. How will decisions be made? Is it just up to the founding members to decide what
is best for their organization? How will new people be hired and other resources be added and
procured—do they need to fit certain criteria?
Transparency is not one component to check off your list but rather a characteristic that is
engrained in all parts of your organization.
Transparency
Transparency refers to the flow of information both within the organization and in exchange with
the outside world. Transparency in decision making means that all stakeholders know in advance
what criteria are being used to make decisions, and by whom. Transparency in accounting means
that there is no hidden information on certain costs and revenues. Transparency is a value and an
approach that is applied across components of the organization: it is not one component to check
off your list but rather a characteristic that is engrained in all parts of your organization.
Accountability
Accountability within your organization refers to “who is in charge of what.” As a group, you are
all jointly accountable for working together to achieve the social outcomes you’ve set out to create
for your end users. Within the group, layers of accountability refer to the notion of having checks
and balances in the decision-making process. This means that there are ways of double check-
ing important decision points to make sure that they were made in accordance with the orga-
nization’s internal guidelines and having the ability to balance out one person’s viewpoints and
Building the Organization ◾ 225
Decision Making
Part of building a healthy organization is having clarity on key decisions that have to be made as
part of your process map and what the procedures for going about this decision-making process
are. In a small enterprise, the owner is free to make decisions as she or he pleases. In a clinical
setting, different decisions are made by different people—certain clinical decisions by physicians,
others by nurses, and others by administrators. Once you have fully developed your own organiza-
tion’s process map, you will have an idea of the main decisions that need to be made on a regular
basis in order to smoothly operate your venture. You and your team need to be in agreement on
who makes these decisions, what information is needed, who provides the information, and what
the key criteria are for making the decision. This is crucial to an efficient, effective, and transparent
organization. The board is usually responsible for making long-term, strategic decisions that can
affect the direction of the organization, along with the chief executive. But the information that
informs these decisions comes from the troops on the ground. Being clear on what steps must be
taken before a decision can be reached will help manage the process and the time frame.
Depending on what the organization’s operations are—what products or services are offered
and what the steps required to produce these are—there can be one or more operations manuals.
This is usually tied to the size of an organization. For example, procurement is sometimes consid-
ered part of operations. Procurement means the process of buying things that are needed for your
226 ◾ Introduction to Social Entrepreneurship
supply chain. In a small organization, procurement is one step that one person makes. In a large
organization, procurement might require an entire department! In this case, it would need its own
manual, while in the smaller organization, it would be mentioned in the overall process map, and
most likely, there would be one comprehensive manual. Similarly for human resources and train-
ing, these might fall under the same manual or be two (or more) separate manuals.
The goal of manuals is not to build bureaucracy and paperwork, but rather to provide written
documentation of guidelines and best practices. Just like a car comes with a manual, so does an
organization! You have put a lot of work into figuring out the best way to do things, and the next
step is for you to document them. Then, they can be revised and updated, and improved upon in
the future.
The Board
Why You Need a Board
Having a board in place helps provide some of the checks and balances needed for a healthy orga-
nization and adds support to ensure that all its vital signs are stable and thriving. Different organi-
zations use different terminologies for their board depending on the type of organization and the
country in which it is registered; it can be referred to as the board of directors, board of trustees,
or board of governors. Regardless of its name, the board serves a central purpose, which is to
oversee the organization and ensure that it stays true to its mission, uses its resources ethically and
efficiently, maximizes its social impact, and follows sound practices in its policies and procedures.
Building the Organization ◾ 227
Having a board in place is a legal requirement for any organization that is not privately owned,
whether it is for-profit or nonprofit.* Most funders and investors also require you to have a board,
and many also require you to give them a seat on the board. This is their way of ensuring that they
can be involved in the venture’s decision-making processes, directions, and outcomes. Regardless
of your legal registration and your funders’ requirements, it is your obligation as a social entre-
preneur to take the steps on your own to formalize the structure of your organization as a social
enterprise. These steps include creating internal governance documents that require a transparent
and participatory process for decision making, to ensure that all decisions are made to the benefit
of the target audience and are in line with the mission.
Note that the board of directors/governors/trustees is different from the board of advisors we
talked about in previous chapters. While the former are responsible for overseeing the direction of
the organization, its governance, and decision making, the latter serve as an additional volunteer
corps to share their technical expertise, social and professional networks, and other resources.
◾◾ Who do I want to find out about my work and join forces with me?
◾◾ What resources do I need to gain access to?
◾◾ What technical know-how do I need advice on?
◾◾ What skills or strategies would help me achieve my goals?
◾◾ What experiences or perspectives would complement my own and my team’s?
Then ask yourself where you can find those people who can help provide these needs and make
these links. Meet with business leaders, thought leaders, chambers of commerce, nonprofit orga-
nizations, think tanks, foundations, and government agencies. Start with your existing network
and build out from there. Your existing network includes classmates, colleagues, friends, family
members, and their networks (think outside your own generation). It includes your professors,
managers, mentors, parents, and their networks too. Start by meeting with people you think can
help, have specific questions prepared for them, and ask them who else they’d recommend you
meet with.
* http://corpgov.law.harvard.edu/2012/04/15/nonprofit-corporate-governance-the-boards-role/.
228 ◾ Introduction to Social Entrepreneurship
Building up to a board relationship takes time and care. Asking too many people to join
your board may make it difficult to manage. Moreover, it is important to ensure that board
members “play well” together. The last thing you want is for internal politics and power
dynamics to develop between your board members, which would interfere with their primary
task of supporting and ensuring good governance of your venture. Organize a series of meet-
ings between yourself and prospective board members, and between prospective board mem-
bers themselves before inviting each to join. This will have the double benefit of ensuring that
they feel engaged and giving you the opportunity to experience what it’s like to work with
them.
Like any role within your organization, write a job description for your board members.* This
is used for your reference, to help you think about what characteristics you are looking for in a
board member, and for their own reference, to be clear on what is expected. What are you ask-
ing for? Typical requests include attending a minimum number of board meetings per year (e.g.,
quarterly), organizing events to promote awareness about your work, and oftentimes also making
a financial contribution, although this is not necessarily always the case and can differ in different
countries.
Ultimately, the role of the board is to hold the chief executive accountable. All social entre-
preneurs, founders, and other leaders are held accountable to themselves and their teams because
they are the ones who set out to achieve their social mission in the first place; but having a body
of senior board members to answer to certainly helps to ensure that the risk of drifting from
the mission is mitigated, that other risks in general are mitigated by having people both to sup-
port you and to question you, and that all views and all potential pathways are explored rather
than relying on the judgment and the decision-making power of one person. Accountability
means that you have to answer to someone other than yourself. When you report to your board
on a regular basis, whether quarterly or annual or whatever schedule you agree on, you will be
grilled—they will ask you questions about what you have accomplished and what you have not,
why you made certain decisions, and what you intend to do moving forward. They will help you
set the bar high and at the same time be realistic. They will make you sweat, and they will make
the next board meeting loom like an ultimatum in the forefront of your mind. These are all good
things! Just like you study the most before a final exam, having a board to answer to will push
you harder.
One of the most important things to keep in mind is to look for diversity in a board. If you fill
it with members who have the same characteristics as yourself, you are not adding as much value to
your organization. Look for people who have something to offer you that you don’t already have.
Do they have experience to refer back to that will add to yours? Do they have knowledge and skill
sets that you don’t? Do they have contacts they can introduce you to? Think of your board as your
army; they are the people who will back you and your team members up.
in. While you as the visionary behind the venture were a driving force in making it happen,
it’s your responsibility to set things up such that they can go on without you. Whether you
prefer to be out in the field interfacing with the customer or at the back end setting strategic
directions, or both, the everyday and every-year running of the organization cannot be man-
aged by you.
There is a whole field of writing about leadership versus management, and we will not go
into that here. Suffice it to say that leadership and management are two separate skill sets and
that both are required to grow an organization or initiative. Leadership skills and behaviors are
those that focus on setting the vision and garnering support from stakeholders, both within
and external to your own team. Management skills and behaviors are those that focus on pro-
ducing the measurable outputs and the resulting social impact and financial growth systemati-
cally over time. These are not mutually exclusive but can be found and fostered in each one of
us.
Exercise: Reflections
1. Is it possible for you to carry out your work within the umbrella of an existing organization?
Is it absolutely necessary for you to start your own organization from scratch to do this work?
What are the pros and cons of each?
2. Look up the legal registration options available to you in the country you’re working in.
What advantages and disadvantages does each confer to you? Would you benefit from reg-
istering in more than one country?
3. If you have decided to register a new organization and have chosen your registration form,
look up the legal requirements specific to this type of organization. What are the taxation
and reporting requirements? What are the industry-specific standards you need to be aware
of?
4. If you were a doctor diagnosing the health of your venture, how would you score your-
self? Which of the vital signs and systems we discussed in this chapter do you have under
control; which are flourishing, which need strengthening, and which are nonexistent? Put
together a work plan for yourself: list the steps you need to take and a timeline for each
step.
5. Write out a job description for your board members. What would you need from them?
What do you want them to hold you accountable for? Make a list of your “dream team”
board members. Who are the first five people you will invite, and what is your action plan
to recruit them?
230 ◾ Introduction to Social Entrepreneurship
CHAPTER SUMMARY
◾◾ Starting a new organization is not a given. In many cases, you can achieve your goals
by working with others and skip the headache and the overhead of running an orga-
nization. Make sure you’ve explored this option and considered potential partnerships
before you open up your own shop!
◾◾ If you do need to start your own organization, weigh the pros and cons of differ-
ent legal registration forms in your country. Talk to more than one lawyer; get a
second and third opinion. Registration options specific to social enterprises are rare
in most countries, and you’ll have to start with the existing legal structures. Learn
how they affect what you’re allowed to do, how you’re allowed to grow, and your tax
requirements.
◾◾ An organization is a living, breathing organism with several crucial systems working
together to keep it all going. Take the time and care to assemble these systems into a
healthy structure, since it is the body that will carry you forward in the journey ahead.
◾◾ Make sure you know what vital signs will tell you how each system is functioning
and what back-up structures you can build to support the smooth functioning of each
system. These include financial systems, governance, legal and tax, human resources,
and accounting systems, and many others.
◾◾ One of these structures is a board. Boards require careful management—be strategic
about who you invite to serve on your board, what you expect from them, what you
want them to hold you accountable for, and how you’ll go about managing these
expectations.
Communications
233
234 ◾ Introduction to Social Entrepreneurship
role of the management is to gather, synthesize, and analyze information about what the end users
want and need—not to make their own decisions based on their own opinions and assumptions.
The least “social” your venture can be is to have a setup where decision makers spend their time
sitting in the board room discussing among themselves and exchanging their own opinions and
making decisions accordingly. It is crucial to be evidence based all the way, and it is everyone’s job
to gather this evidence. Everyone has a role to play. The most strategic approach you can take is
to build feedback systems in your organization so that information flows from the end user to the
decision maker, and not the other way around.
How to do this? To make sure that your team members are empowered to share their own feed-
back as well as feedback they have received from end users, open channels of communication need
to be built into your organization from the start. This can be achieved through regular meetings,
events, and surveys to make sure that everyone has a voice. Comment boxes, online forms, random
samples, and other data collection vehicles can help make sure you are able to reap this valuable
information within your organization as it grows. Even the layout of your office can impact the
exchange of information! Open spaces, shared facilities, and other design aspects can help people
interact more regularly, and this can be extremely valuable not only in exchanging feedback but
also in sparking new ideas!
Most organizations have an annual review whereby employees are evaluated: there are two oppor-
tunities to improve upon this process. The first is to increase the frequency; for example, conduct
these reviews quarterly. They don’t have to be elaborate or time-consuming, it’s just an opportunity
for people to share feedback. The second is to make them 360° reviews, which means that everyone
is given the opportunity to review others and the review doesn’t only happen from the top down.
information out there that you want others to adopt and propagate, and message it accordingly.
This in and of itself will have a huge social impact!
Think about how you can get information out there that you want others to adopt and
propagate.
TC: Laila, you’ve played many roles over the past 30 years. How
did your work evolve from the grassroots level to the policy-
making level?*
LI: The work itself hasn’t changed, but what’s evolved has been
the awareness and contribution of multiple players over mul-
tiple sectors. The challenge was to build the quality and the
business model. The rag pickers I started working with in the
early 1980s were already there doing work long before they
formed a social enterprise. Multiple stakeholders were mobi-
lized to support the “learn and earn” rug weaving center cre-
ated with the Association for the Protection of the Environment. Later, we formed the
Mokattam School with the NGO Spirit of Youth through my consulting firm CID,
partnering with multinational companies. This required not only obvious barriers such
as raising capital but less obvious barriers such as convincing people of the added value!
TC: How did you go about messaging for different stakeholders, from multinational com-
panies to government representatives and policymakers?
LI: They key is to get people to see past the end of their nose. Many stakeholders in differ-
ent sectors had a myopic view of what an added value would look like for them. They
only wanted quick solutions. The key is to demonstrate that some solutions might
need more investment but would bring greater value to them, alongside others. Most
people won’t work with you just to help others or to help the environment. It has to
have an added benefit for them too.
TC: What advice do you have for social entrepreneurs on where to focus their communications?
LI: Build quality in your work before you approach stakeholders. Careful monitoring
and evaluation of results is needed. There is a huge potential to create solutions with
multiple benefits for multiple stakeholders, if entrepreneurs can bring the different
ingredients together. The different resources are already there; they just need to be
mobilized and well managed. It takes an entrepreneur to catalyze. But more than
that, we need to break silos and see things through a social lens. We need to re-define
what business and profit looks like. If it’s not social, it’s not sustainable.
The “What”
Exploring your objectives and your target audiences is only the first step in building your com-
munications strategy. The next step is to figure out the message you need to convey to each one.
238 ◾ Introduction to Social Entrepreneurship
Just like you’ve tailored your solution and its delivery and pricing around your end user,
you’ll also need to craft tailored messages to each stakeholder.
Messaging
We’ve already seen that there are many different stakeholders who form a part of our multi
dimensional marketing strategy. We have to position ourselves for collaborators to understand our
added value, in addition to our customers. Just like you’ve tailored your solution and its delivery
and pricing around your end user, you’ll also need to craft tailored messages to each stakeholder.
The trick is to maintain clarity, be concise, be compelling, and be consistent. There’s a fine line
between tailoring your message to effectively get your message across to different stakeholders and
maintaining integrity to your core story. Let’s talk about some of the important things to keep in
mind while crafting each message.
Stakeholder Ladder
In the world of marketing, a common concept is the stakeholder ladder: this suggests that each
target audience will follow multiple steps after they are exposed to your message (Figure 12.1).
First, they will be suspicious. “What is this new idea? Why should I adopt it?” they might be ask-
ing themselves. If you get the messaging right, they will become prospects. Hmm, they might start
thinking, this sounds like it might be interesting to me or benefit me in some way. Once you nail
down your marketing, they will become sold on it. For the end user, this is when they become a
customer. But this is not where it ends!
Follow-Up
To get them to come back, you need ongoing communication—and it has to be tailored to repeat
customers, who require different messaging than prospective customers. Once you can get them to
Communications ◾ 239
Advocate
Inspire
Engaged
Captivate
Testing
Convince
Prospective
Inform
Suspicious
Attract
come back repeatedly, they become clients. And if you can keep your clients satisfied—more than
satisfied, delighted—they become advocates and get others to join as well.
This applies not only to end users but to other stakeholders as well. After the suspicious and
prospective stages, they test out your ideas and then become fully engaged. The important thing
to keep in mind is that your communication strategy needs to incorporate tailored messaging and
timing for each of the previous stages.
Multidimensional Messaging
A tool to help you organize your messaging is shown in Figure 12.2.* Here, you list all your dif-
ferent audiences and then create multiple columns for each: Attract, Inform, Convince, Captivate,
Inspire. What does it take to grab the person’s attention? Where do they read, watch, shop, buy,
listen, go? Then, what information do you need to provide to them? Write down at least one key
End users
Internal team
Existing
stakeholders
(reporting)
Prospective
stakeholders
(advocating)
message that this audience needs to know about your product. It most likely will not be a descrip-
tion of your product but rather a description of how it can change their lives for the better. Again,
this is where the importance of understanding each target audience comes back. What do they
aspire to? One frequently emphasized social marketing tip is to appeal to people’s emotions. How
do they want to feel? This is how you’ll attract and retain them as long-term stakeholders! Don’t
describe the features of your product. Do show how it will make that person’s life easier, happier,
better.
The “How”
Okay, so we’ve talked about who we’re targeting and what we need to do to build the right. But
how will we get these messages across to them? Here, we need to talk about the different com-
munications channels.
The “who” and the “why” will determine the “what,” which will then help you decide how
you are going to get your message across. You have many options, and in most cases, you’ll end
up using a variety of different communications channels, which we refer to as the media mix. The
medium is the vehicle or channel through which you get your message to your target audience.
Examples include the following:
◾◾ Social media: These include your website, Facebook page, Twitter account, and other social
media.
◾◾ Multimedia and interactive media: Videos and other audiovisual content, usually posted
through your social media, can also be on more traditional media such as the television.
◾◾ Publications: These include both print and online publications. Print publications include
brochures, which are still very important. These explain what you do, how you do it, and
how people can get involved (either as an end user or other stakeholder). Other publications
include reports, research, thought leadership, articles, and blogs.
◾◾ Mailing lists: Maintaining an updated and active mailing list is a must, and this usually
includes both electronic and paper mail.
◾◾ Face time: You also have to just get out there and talk to people. This can take place through
conferences or other events, through smaller group meetings, and through one-on-one
meetings.
◾◾ Surveys and feedback forms: Some communications channels are specialized in getting
information in as opposed to out. This is how you build systems to help make sure you keep
listening and responding to your customers and other stakeholders. Nothing beats face time,
but you can’t meet with everyone, so these other forms of gathering input are needed.
What you should know about each one of the above communications channels:
Social Media
Social media can be tricky because it can just as easily work against you as it can work for you.
Marketing gurus always point to the importance of carefully managing your content and think-
ing about unintended consequences of everything you put out there for the whole world to see.
The crowd can go either way! Social media is not something you should be doing yourself. When
you first start, the cofounders may well be posting their first few updates. But as you grow, as soon
Communications ◾ 241
as possible, it is critical to get someone specialized in social media to join your team. This person
can be part time, or a consultant, or might even be a volunteer. They need to have specific skills to
achieve specific outputs, such as the following:
These require specialized skills and social media can be challenging to maintain and manage,
so make sure you’ve got someone supporting you on this! One of the trickiest things about social
media is how rapidly it is evolving. While this book might refer to Facebook, Twitter, Instagram,
and other forms of social media, by the time it is published and you read it, these might be out-
dated, and there will be others grabbing people’s attention! So make sure you have the capacity you
need to stay up to speed on social media.
Publications
As part of making your media mix interactive, you need a publication plan. First, make sure you
have a good old fashioned brochure to put in people’s hands. Some people just need to have some-
thing printed that they can hold in their hands! Your brochure should be simple and streamlined
242 ◾ Introduction to Social Entrepreneurship
and include specific examples of what you offer—like a menu—but not too crammed with infor-
mation. It needs to contain contact information and “action points” that people can take if they
want to get involved, whether as an end user, supporter, advocate, supplier, or other form of
stakeholder.
Then, start thinking about what else you can publish. You are out there on the cutting edge of
the field, generating new ideas and finding new ways of doing things. This is called thought leader-
ship. While your work most certainly speaks for itself, you have an opportunity to create a ripple
effect not only through your own work but also by informing and inspiring the work of others.
Sharing blog posts from the field, discussing what you are struggling with, what works, and what
doesn’t, is as important as the more official quarterly or annual reports you release. Publishing
articles on your website, on other websites, and in journals is another way to get information out
there, although this requires more work and careful review. This is another point when it becomes
crucial to have a communications strategist supporting you. Publications will always remain out
While your work most certainly speaks for itself, you have an opportunity to create a ripple
effect not only through your own work but also by informing and inspiring the work of
others.
Mailing Lists
Yup, mailing lists are old school, but they still work! If someone sees a post from you out there on
social media, an interview on TV, and a video online, those are all great—but it’s not the same as
seeing your name in their inbox. Both electronic and print newsletters could be helpful to convey
information and to give people a sense of being part of your community, depending on the setting
you’re operating in. Three important points to keep in mind here are that it’s important not to
overdo it (neither in the frequency of mail-outs nor in the content included), that timing is every-
thing, and that an action item is required.
Annual, biannual, or at most quarterly mail-outs are advised. In very rare cases are monthly
mail-outs advisable. Or, mail-outs can be scheduled according to special events and calendar
dates that are specific to your work. Examples are holidays and subject-specific days when the
international community focuses on one topic such as earth day, children’s day, women’s day, etc.*
If you’re starting a new phase of growth or reaching a new milestone, then this could also be a
strategic time for a mail-out, especially when fundraising needs are anticipated.
In terms of content, keep it simple and catchy. A photo is a must. Bold points of the key mes-
sages are highly recommended. Last but not least, give people an action item. Whether it’s buying
something, donating, sharing with friends, attending an event, taking a survey, let people know
what they can do to help. Thanking them for their support (even if they haven’t given it yet!) is
always recommended—positive reinforcement is an effective route to getting and keeping people
engaged.
Face Time
No, we’re not talking about the iPhone app. We’re talking about good old-fashioned handshakes
and looking people in the eyes. You’ve got to pound the pavement! Speaking at or attending con-
ferences and other events, organizing smaller group meetings such as panels or round tables, and
proactively scheduling one-on-one meetings are all part of your communications strategy.
Matching this and following up on this with other channels of communication is a must.
E-mailing people after you meet with them, sending them newsletters (whether electronic or
print), sending them free samples, inviting them out to the field…these are all examples of ways
to engage people, retain their attention, and build their level of interest over time, until they are
committed supporters.
Interpersonal interaction is one of the most important channels of communication, and
although it takes the most time, it is part of what makes your venture a social venture: interacting
not only with prospective supporters but also with your end users. As your organization grows,
make sure you still find the time to get back to where it all started—with your end users. Spending
Creating that experience for others is also an effective way to garner support.
Rather than telling stakeholders about your work, show it to them.
time with the people you’re serving is one of the most important parts of any communications
strategy.
Creating that experience for others is also an effective way to garner support. Rather than tell-
ing stakeholders about your work, show it to them. Videos are great, but if you can get someone
out to the frontline, do it.
In other situations, it might help to bring people together to discuss your work. Creating your
own conferences, workshops, round tables, fundraisers, or other events is part of your communica-
tions channels and these are different ways of reaching and interacting with different stakeholders.
Just make sure to keep in mind the objectives you’ve set—these will drive the time, resources, and
content you put into each interaction.
Whatever setting you’re working in, don’t try to import ideas from the outside. Look around
you and see where people spend their time, money, and attention.
zation, while sending letters in the mail might work better for another. This is why it’s important
to set objectives for your communications strategy—why are you communicating with each target
audience, what do you need them to do in order for you to reach your ultimate goals—so that you
can go back and measure progress toward those objectives and determine whether you’re going
about reaching them in the most effective ways.
Get to know what people believe in and what they trust, and make sure your product or
service, and the messaging and branding that goes with it, embodies those values.
on calendars and distributing the calendars when they found out that people in their community
loved calendars! Another used a traditional troubadour to help spread the word. Yet others used
outdoor events, plays, and music to reach their end users.
Communications ◾ 245
Whatever setting you’re working in, don’t try to import ideas from the outside. Look around
you and see where people spend their time, money, and attention. What brands are considered
desirable? Get to know what people believe in and what they trust and make sure your product or
service, and the messaging and branding that goes with it, embodies those values.
* http://www.ssireview.org/articles/entry/freeing_the_social_entrepreneur.
246 ◾ Introduction to Social Entrepreneurship
hold “Brandathons,” where they offer start-up organizations an opportunity to compete for their
services for free. In most cases, you’ll be able to secure discounted or volunteered resources, but
even if you aren’t able to, this is one of the best investments you can make.
Most of the people you’re trying to get any message out to don’t have the full picture the way
you do—any information you share with them is simply a snapshot that they ingest and try
to build a picture around.
Be Positive
Key tips from the marketing world are to always keep it aspirational and tell a story. People
are more likely to respond to positive inspirational stories that make them feel that change is
possible, rather than depressing news. Sounding an alarm will be less likely to invoke action
than sending out a well thought-out, positive message. Think about how you would respond to
a headline reading “Climate change is out of control!” compared with a headline reading “Did
you know that by following these simple steps you can make a huge difference?” While the first
is alarming, the second is calming. The first evokes a negative feeling; the second evokes a posi-
tive feeling. Rather than feeling anxiety, a sense of foreboding, perhaps even irritation and anger
at the state of the world today, the recipient feels empowered to do something about it.
Be Thoughtful
One of the main reasons underlying the importance of developing a communications strategy is
the importance about being very careful about what you communicate and to whom and when.
Social media is not the only mode of communication that can turn against you!
Most of the people you’re trying to get any message out to don’t have the full picture the way
you do. Any information you share with them is simply a snapshot that they ingest and try to build
a picture around. So you need to be very, very careful about how you present information, how you
create context, and how you preempt any misunderstandings or miscommunication.
This is another opportunity for you to co-create communications materials with your stake-
holders. What do your end users have to say? What do your teammates have to say? What do other
stakeholders have to say, and what do they think about the content you have drafted? Bounce your
ideas off people, take suggestions, run any messages or materials by multiple audiences, and test
them out—like everything else that you do!
Keep It Personal
Another pointer is to focus on a person and tell his or her story. While numbers are absolutely
critical in helping you to formulate your solution, sometimes they can feel overwhelming to others
when you issue a call for action. If a person is told that millions of children are dying before the
Communications ◾ 247
age of five, they will more likely than not feel extremely depressed, hopeless, and frustrated. But if
they are told that a child named Maya who lives in a town named Victoria survived to celebrate her
fifth birthday because of your work, they are more likely to become supporters. People don’t like
People are already bombarded with so much information that they are constantly screening
things out. So keep it simple—otherwise you might just get screened out.
feeling down! They might even start avoiding you and ignoring your calls for help. So tell them
what they can do to help, and make them feel great about it! This applies to your team members,
your end users, and people you are trying to rally for support.
Keep It Simple
This is a tip you have heard before: less is more! Don’t bombard people with information. This
applies both to the frequency and content of your communications. Of course, this varies across
communications channels and across audiences as well. An obvious example is the frequency of
social media posts, which can be multiple times per day, versus mail-outs, which can be a couple
of times a year.
When in doubt, go back to the key messages from your matrix in Figure 12.2. What are the
top one to three messages that you want people to retain? Adding more information might pre-
vent them from focusing on the most important points you want them to think about. People are
already bombarded with so much information that they are constantly screening things out. So
keep it simple; otherwise, you might just get screened out.
You always still need to think about what key messages you want your audience to retain,
without exception.
One exception might be internal communications, where the value of transparency and a
participatory approach could indicate that the opposite could be true at times. This is important
to build a sense of ownership and buy-in across the team, all the way up to the board. Still, even
in such scenarios, it’s important that information is carefully curated and presented in a way
that meets your objectives. You always still need to think about what key messages you want
your audience to retain, without exception. A great way to balance this out is to offer more
detailed information (such as the raw data) in a separate channel (like an appendix, a separate
file, or a detailed report that can be downloaded separately) and focus on highlighting the key
messages more proactively. Passive versus active recipients are important to think about here.
For passive recipients, highlight key messages. For active recipients, make more information
available.
248 ◾ Introduction to Social Entrepreneurship
Evoke Emotion
Many of you know the famous quote by the author Maya Angelou, who said, “People will
never forget the way you made them feel.” Information is easily forgotten. Data, statistics,
facts, and figures are hard to retain and remember. But emotion is something that stays with
us. Inspiring people, making them feel hope, making them feel useful, that they are making a
difference are the best ways you can get them involved. Whether you are thinking about gar-
nering support or selling your product or service, ask yourself this question: How do people
want to feel?
Most people just want to feel happy. If they feel that your product or service will generate
happiness for them and their loved ones, then you are connecting it to the most basic need of the
human race. And that is what social entrepreneurship is all about.
1. For what purposes do you need to exchange information with the outside world and within
your venture? List the different objectives of your communications.
2. For each objective, list the audience. Who do you need to exchange information with to
reach this objective?
3. For each audience group, what are the key messages you need to get across? List one to two
key messages for each audience group.
Communications ◾ 249
Cross-cutting guidelines: create feedback loops so that the exchange of information flows
in, out, within, and across your social venture. This includes evaluating the implementation
and results of your communications strategy and whether it is helping you achieve your
goals.
“Marketing for Social Entrepreneurs: A How-To Guide” by UnLtd* (see p. 5 for more
resources)
“Social Enterprise Marketing Toolkit,” with video modules and downloadable worksheets†
“The Universal Marketing Structure”‡
Five tips for social entrepreneurs, from a team member of Ashoka Changemakers§
Measuring benefits from social media¶
Tips for nonprofits (applicable to for-profits too!)**
http://www.sethgodin.com/freeprize/reallybad-1.pdf
http://unreasonable.is/your-elevator-pitch-is-way-too-long
http://women2.com/2014/07/16/10-tips-5-million-dollar-demo-day-pitch-google/
* http://www.setoolbelt.org/system/files/resources/marketing_1934.pdf.
† http://www.socialenterprisecanada.ca/en/toolkits/strengtheningtoolkit/nav/Marketing.html.
‡ http://www.huffingtonpost.com/ira-kalb/marketing-the-missing-ing_b_6973658.html.
§ http://www.theguardian.com/social-enterprise-network/small-business-blog/2013/may/23/social
-media-five-lessons-entrepreneurs.
¶ https://hootsuite.com/resources/white-paper/8-tips-for-social-business (note: this is not an endorsement
of Hootsuite).
** http://www.nten.org/article/21-social-media-tips-for-nonprofits/.
250 ◾ Introduction to Social Entrepreneurship
CHAPTER SUMMARY
◾◾ As a living, breathing organism, your social venture has various communication needs.
Exchanging information with your end users, internal team, suppliers, supporters, and
other stakeholders takes place at various points in your life cycle and operational cycle,
using multiple modes of communication.
◾◾ As a strategic social entrepreneur, you need to develop a proactive communications
plan. This includes identifying the different purposes and objectives you aim to reach
with these exchanges of information. Why are they needed, and who are the different
audiences for each one? What are the different messages needed for each audience to
achieve each objective? How and when will you get these messages across?
◾◾ Messaging is tailored to each audience within each objective. The same audience might
have different messages tailored to them at different stages of your relationship. This
is how people move up the stakeholder ladder and become drivers of success for your
venture. This applies to everyone who is already in your value chain and to those who
are not yet but whom you are aspiring to work with.
◾◾ A combination of different communication channels is needed to convey these dif-
ferent messages at different points in time. Depending on the media mix and skills
required, you’ll need different team members to help build and implement your
strategy.
◾◾ General rules of thumb across messages and channels are to focus and tailor your mes-
sages, keep it simple, keep it personal, and evoke emotion. Combine the power of data
with the power of the human story. If you can make people feel that they can be part
of creating positive change, then you will be well on your way to reaching your goals.
4. Now step back and assess whether the same audience group has been listed multiple times
in your previous outline. Extract the key messages you are trying to get across to them. Are
there any missing pieces in your messaging for each audience group? Review Figures 12.1
and 12.2 to determine whether your strategy is complete for each audience.
Communications ◾ 251
5. How will you get the message across at each stage? List the different channels and media mix
for each message. Indicate the timing and frequency of each: when and how often will you
deploy each message?
6. Once you have evaluated your messaging needs and channels for each audience, go back and
reorganize them chronologically. Make a work plan for each month, by week. Who will be
responsible for implementing different parts of the work plan?
252 ◾ Introduction to Social Entrepreneurship
Managing Growth
Once you have set up a healthy organization and feel confident about its vital signs, you can start
thinking about taking the next step and pushing your impact further. Now, we enter the growth
stage. Growing your impact means graduating from your initial piloting and launching stages;
scaling your operations, your volume, and your reach; and more importantly reaching beyond the
confines of your own operations to build strategic partnerships with others, to collectively trans-
form together the face of the social challenge you set out to change.
255
256 ◾ Introduction to Social Entrepreneurship
Expanding the breadth and depth of your services can happen through multiple pathways:
◾◾ Growing your inputs and operations does not necessarily equate with growing your
impact.
◾◾ Growing too fast can sometimes put the quality of your work at risk, resulting in long-
term reductions in overall impact.
◾◾ Growing too soon can strain your resources and decrease your chances of success.
Just like your pilot was based on an evidence-informed solution, so should your steps toward
growth be based on evidence. When you were designing your solution, you looked into all the dif-
ferent pathways and factors related to the challenge you’re tackling and its root causes. By collect-
ing information and by co-creating with your community, you made a conscious decision about
which aspects you could tackle most effectively and focused on those. The same applies to growth.
Trying to do too much, too soon, or stepping on the gas pedal without a well-thought-out strategy
may strain your resources or cause you to grow in the wrong direction. Revisiting your mission
and your theory of change, examining your internal organizational and operational vital statistics,
and consulting with your team and your board and other external stakeholders are all steps that
you need to take at this point in time and on an ongoing basis in the future.
Let’s start with the first dimension first: scaling your operations.
model. You’ll need to have charted out the technical and marketing skills required to cope with
the needs of expansion and set in place a team and a plan to meet those human resource require-
ments. You’ll need to have conducted sufficient market research to develop an evidence-based
marketing plan, which may hold different insights from your pre-launch marketing plan now that
you’ve collected data from your own customers. Growing too soon can be detrimental to your
venture, if you haven’t built the tools and muscles needed to carry it out.
Here is one of the key points in the life of your venture when you will reap the rewards of
data collection. You have been gathering two main types of data: (1) social impact metrics and
(2) organizational and operational performance metrics. Both types of data will tell you whether
and to what degree you have been succeeding in meeting your internal targets and your stake-
holders’ needs. The second will also tell you how your organization’s vital statistics are doing and
whether its systems are running smoothly, in order to withstand growth.
What is the rate of growth of your customer base? This can be calculated by plotting the number
of people you have served over time. By now, you might have automated software, databases, or data
analytics to help you do this, but even if you don’t, this is one example of a very basic and easily acces-
sible statistic. As an example, a low-cost way of assessing your growth to date is to maintain a spread-
sheet. You can choose your time units by specifying days, months, or quarters (during the start-up
stages, it’s not recommended to use time units larger than that, but you can most certainly use
smaller time units such as hours and then aggregate or add them up). These are usually listed in the
first column of the spreadsheet. In the adjacent columns, you can list the information you’ve collected
about your end users. Sometimes, this can be detailed information, such as in the case of a health
venture, whereby name, age, gender, personal details, education, occupation, income, insurance, and
address details may be collected. At the other extreme, it may be simply a count of the number of
users. Scanning a large amount of information visually is difficult and the patterns or trends may not
immediately stand out to you. Plotting functions are available in the most basic spreadsheet software
and allow you to chart the data points on an axis, for example, with time on the x-axis and number
of end users on the y-axis. This will allow you to assess trends over time (Figure 13.1).
Has your user base been growing at a steady rate? Has the growth tapered or increased? Were
there any dips or peaks, and what could you hypothesize were behind these (seasonal changes,
End users
Months
changes in your staff, external influences or newly implemented policies and procedures)? What
is the overall length of time you are assessing here? If it’s two months, it’s not likely you’ll be able
to draw any conclusions to inform your starting point for growth. If it’s two years, then it’s more
likely these trends will be able to inform your growth decisions.
What other information have you been collecting? There’s a huge difference between assessing
total customers and breaking it down into new and returning customers. Were your returning
customers asking for more products or services, were they returning for maintenance on existing
products purchased, were they following up with positive results or negative results?
Revisiting your process map is a key step in preparation for scale. Are there any steps being
taken that have not been included in the process map? Examine each step being taken in your
organization and ask yourself: is this needed? If no, how can it be eliminated or automated? If
yes, how can it be incorporated into a system, to standardize it across sites and staff? One of the
components that benefits the most from standardization is the M&E. The success metrics that you
collect, how and who collects them, serve as a carrot that drives the behavior and performance of
each site and each subteam, so make sure you’ve got the golden standard for these!
Examine each step being taken in your organization and ask yourself: is this needed? If no,
how can it be eliminated or automated?
Most importantly, what do the results say about social impact? The number of people reached
doesn’t necessarily signify that you’ve achieved the desired impact. They simply reflect the growth
trend. You’ll also need to evaluate the success metrics you set when you designed your logic model
or other blueprint for operationalizing your theory of change. Do the data indicate that the desired
outcome was achieved for each end user? For example, tracking the number of patients present-
ing at your community health center does not necessarily indicate that health outcomes have
improved, unless you have the evidence to demonstrate it.
The number of people reached doesn’t necessarily signify that you’ve achieved the desired
impact. They simply reflect the growth trend.
Growth patterns and related outcomes are objective, usually quantitative measures that can
inform your decision to scale your operations. Next, look into the qualitative measures. Talk to
your team. What has been their experience? Do they feel that the infrastructure is in place to allow
them to take on a larger volume? Have they experienced a need to increase the range of products or
services or to expand the same core offering to different geographic places, or perhaps to different
target audiences? You are not able to interface with each end user, nor to experience every aspect
and element of running your venture, and you are not able to make decisions on scaling alone.
Scenario 2
Social impact
Scenario 1
Scenario 3
Scale of operations
order to scale, the organization needs a strong logistical structure that can carry the added demand
of delivering more impact. There are a couple of different ways in which growth can play out for
your venture in terms of impact delivered versus resources needed (Figure 13.2).
The first route happens when a social entrepreneur is not able to design for scale. In this sce-
nario, the ratio of resources to impact remains constant as the venture grows. That is, the venture is
not able to reach economies of scale. This doesn’t mean you can’t scale; it just means the resources
you put in will remain proportional to the social impact you get out. You don’t gain economies of
scale by growing, but you can still grow if you have the resources.
The second route happens when the venture is designed such that the amount of input does not
increase proportionally to the amount of output. That is, the marginal amount of input required
to produce more impact decreases as you grow. This is called achieving economies of scale. The
more people you serve, the less it costs per person. This is ideal for growing your impact! Most of
the social entrepreneurs we met over the course of this book relied on economies of scale to reach
both their social impact targets and their financial viability targets.
There is also a third scenario, which can happen if you’re not able to scale effectively. In this
scenario, the burden on the organization actually increases per unit output as you grow. This could
happen if you grow into new markets—whether geographic or demographic—where your model
is less effective. It could also happen if you grow too soon and don’t have the sufficient processes
and human resources and as a result you end up losing time and money to fix it. In order to avoid
this ad hoc emergency type of situation, let’s make sure that you spend enough time, thought, and
resources in preparing for expansion (Box 13.2).
What we have learned above is that elements of success in expanding the operational aspects
of scaling your growth include the following:
There are two nuances in these. The first is that the relationship of input and output does not
always stay the same as you grow. Ideally, you would like it to decrease. The second is that the
260 ◾ Introduction to Social Entrepreneurship
◾◾ Is your organization financially viable? Has your pilot indicated that costs and rev-
enues are trending in accordance with your initial financial projections?
◾◾ Has your social impact been demonstrated? Have the results from your initial M&E
met the social impact targets you set before launching?
◾◾ What does the feedback collected from your initial customers indicate? Is there
demand for, and satisfaction with, the product or service you’re offering?
◾◾ Have you collected data on potential customers outside your initial pilot? You need
evidence to inform piloting your product at the next site.
◾◾ What will be the technical and managerial inputs required to scale? What physical
and financial resources are required? Do you have these resources?
◾◾ What strains will this place on your venture, and what investments do you need to
make upfront to ensure that your organization can handle these strains?
◾◾ Have you considered the risks of expansion? Are there different PESTEL consider-
ations in your new market? What steps can you take to address these threats and
mitigate risk?
◾◾ Also consider what new assets might be available to you at your new sites of operations.
Revisit, continue, and build on your initial co-creation process at each step of expan-
sion. This is the number 1 investment you can make that will help ensure your success.
relationship between output and impact may not always stay the same either. Even if you’re able to
produce the outputs necessary to deliver your product or service, it may not have the same effect
in different places and different populations.
Chart out your best-case, worst-case, and medium-case scenario. Ask yourself what it would
take to get to each of those places. What does success look like, and what would failure look like?
What are some different ways that you could fail? You did this already at the first design stages—
conducting a premortem—the opposite of a postmortem! Next, ask yourself what you and your
team are capable of and willing to do. What would it take to make you do more (or less) than you
are aiming for right now? What is your limiting factor in scaling? Is it supply, is it demand, is it
logistics? How will you address it?
Listen to your customers, and this may mean potentially delegating more resources for feedback
and signaling in your organization, to compensate for the growing distance between you and the
frontline.
A growing organization is, after all, a snapshot of increasingly larger pilots, in the sense that
you are creating something new every step of the way.
How can this information be used to drive new innovations within your organization, ways of
doing things better? Are there feedback loops from different sites, teams, product lines, internally
versus externally facing components? Size can be an advantage from the point of view of econo-
mies of scale and of number of people reached, but it can also present disadvantages from the point
of view of ease of information flow and innovation.
Giving due time and attention to data—whether positive or negative—is your biggest
weapon as you grow.
Threats of Expansion
Expansion presents an opportunity, and it also presents a set of threats. It has the potential to
make you stronger by creating economies of scale, building your team, increasing your evidence
base, and strengthening your impact. It also has the potential to lead you off track, presenting
the risk of bureaucracies, inefficiencies, and increased distance between the management and the
frontline. While the founders and executive team are often the most glorified in any venture, it
behooves you to think of your foot soldiers as the most valuable members of your team because
262 ◾ Introduction to Social Entrepreneurship
they are the closest to your end users. They have the best access to data and it is through them that
you will implement any changes you make in response to the data. They are the ones providing the
product or service and in many cases also collecting customer feedback. These are the community
health workers, the teachers, the sales representatives, and the field coordinators. As you grow,
more distance is created between you and them.
When the team first starts out small, each person is responsible for multiple tasks. As you
grow and division of labor occurs, some team members become specialized in outward-facing
tasks, others in decision making, and yet others in roles such as budgeting and planning. It is up
to you to make sure that as these various roles are introduced into your venture, this doesn’t have
unintended consequences that may adversely affect your social impact. These may include delays
in responding to customer feedback, disproportional time spent on processes not directly linked
to outcomes, and loss of the voice of the foot soldier.*
Disclaimer
Many people in the social entrepreneurship ecosystem talk about scaling as the number 1 most
important factor in determining whether social entrepreneurs are making a measurable difference
in our world. While scaling is in fact the determining factor in creating a large magnitude of social
impact, that is not to discard the importance of small social ventures that make a transformative
* http://www.bain.com/publications/articles/founders-mentality-westward-winds.aspx.
Managing Growth ◾ 263
difference to a specific community that could not otherwise have been reached by a scalable ven-
ture. Yes, if we can design solutions for scale, then we can reach the billions of people affected by
social and environmental challenges today. However, each situation is different, and some situa-
tions might only be solved by designing a very specific and very tailored solution that might not
be the most scalable.
Listen
Deliver Test
these challenges exist in the first place, and don’t forget that you took it upon yourself to tackle
them! It can be done, as others have demonstrated before.
As Muhammad Yunus mentioned in his Chapter 8 interview, selling out to large multination-
als might help you scale, but only if they adopt a new approach to reach your target population—
otherwise, they would have been reaching them long before you came along! You have the power
and the leverage to make sure this happens. Your goal is not to cash in on your product the way
a commercial entrepreneur would. That is the simple difference between commercial and social
entrepreneurs. Reaching only a part of your target population, and then moving on to answer the
call of the market, is not enough. This is where the market failed before.
Go to them.
Building new
frameworks
Changing
patterns
Expanding
service
word to describe something that is “green” means that it stands out from other things that are
not green. Ultimately, we would like “green” to be the standard, so that this terminology becomes
obsolete.
Same thing with social entrepreneurship. Our goal is not to differentiate between social and
commercial entrepreneurship. The dream is for there to be no distinction so that the term social
entrepreneurship ceases to exist. Building business for marginalized communities is not what we
want to be doing because we don’t want for there to be any marginalized communities.
In both cases, for both the green and the social, this requires behavior change. It requires exist-
ing companies to alter their way of thinking and their standards. And it requires governments and
the citizen sector to push for that from both sides.
If existing policies, legal frameworks, spending patterns, consumer behaviors, attitudes, and
priorities are propagating the social challenge you’re tackling, then these need to change.
Incorporate local
How to engage Learning about new
Co-creating the differences in
local communities environment and contexts and testing
solution
as you grow? stakeholders? the market
Measuring social Interfacing with Getting to the last Setting targets and
impact your user mile/distribution standardizing metrics,
Delivering
policies are a whole other ballgame, and guess what—you are now a key player. Influencing the
mobilization of resources, the collaboration within and across sectors, and getting others to step
up and accept responsibility for social challenges is all part and parcel of your work.
This textbook has encouraged you to build your venture from the very root of the challenge.
Now that you’re well on your way, how can you zoom out from the grassroots perspective to see
the forest from the trees? Are there ways for you to combine your view with that of other social
entrepreneurs working in a focused and steadfast way on their own initiatives? If you can step back
and exchange perspectives, together, we can build a wider lens that might allow for a multiplica-
tive, rather than an additive, effect of all our positive actions.
To completely transform the challenges you are tackling, you need to step outside of your
own venture.
This may sound counterintuitive or tricky, but in fact, it is something you’ve been thinking
about since you first characterized your problem, formulated your solution, laid out your mission
and vision, and tested your theory of change. You’ve recognized that there are multiple pathways
to reach the ultimate social outcome you are envisioning and that the product or service you are
providing is only one small part of the solution to what is most likely a very multifaceted chal-
lenge. How can you expand your impact as it pertains to the other pathways?
discrimination toward hiring women and discrimination in wages) are part of the changes that
need to take place in the ecosystem in order for this organization’s work to be truly impactful. If
a student has full attendance and perfect scores at school but does not have any opportunities to
apply his or her knowledge and skills outside of school, then the impact on his or her life and his
or her household will be gravely reduced.
Health is another example. If your social venture is working on improving the supply chain for
medications or reducing the use of counterfeit drugs, then part of maximizing your social impact
is looking to influence others outside your venture. How can your work be used to leverage com-
munication channels and create awareness and to put pressure on others (especially government
and business leaders) to ban these practices or allocate more resources toward the reinforcement of
existing legislation banning these practices?
The pioneering efforts of the Daily Table Team demonstrate that if you put together the right
ingredients (pun intended!), you can create a market where none existed before, and markets speak
for themselves. Once there is enough demand in these neighborhoods, more health food ventures
are likely to open targeting low-income populations, and the food desert will begin to be chipped
away at.
Government Adoption
Adoption by the government is the ultimate way to take a successful social venture and apply it at a
much larger scale, institutionalizing key components. While this may need to be adapted for large-
scale government application, the potential is enormous. Using the independence and flexibility
associated with social entrepreneurship, you can create and demonstrate best practices and impact
and either partner with the government to grow beyond your own venture or have your methods
adopted and adapted for widespread implementation.
A successful case example here is BRAC. Originally founded as the Bangladesh Rehabilitation
Assistance Committee, it is now the largest NGO in the world. Often cited as the social venture
with the most impact worldwide, BRAC operates several social businesses within an overall non-
profit framework.*
BRAC’s approach is that large-scale change comes only by partnering with government, col-
laborating with other organizations, and through advocacy and policy-making at multiple levels:
* www.brac.net.
Managing Growth ◾ 269
Advocacy
Down-to-earth management
Training
Piloting
Vision
local, national, and global. As such, advocacy and policymaking can be seen as the last stages of
scaling beyond your venture and reaching your goals (Figure 13.6).*
* This figure summarizes BRAC’s approach as documented in Ahmed, S., and French, M., Scaling up: The BRAC
experience, BRAC University Journal. III(2), 2006, 35–40.
270 ◾ Introduction to Social Entrepreneurship
Together, we can build a wider lens that might allow for a multiplicative, rather than an
additive, effect of all our positive actions.
Collective Impact
Creating collective impact requires as much strategy and planning as you have committed while
growing your own organization (Figure 13.7). Identifying other organizations working in the
same field, strengths and weaknesses of each one, common versus complementary characteristics,
and joint networks will allow you to assess the range of targets you could jointly set. This requires
the formation of tangible alliances and networks beyond just general cooperation and cheerlead-
ing of each other’s efforts. Setting an agenda, allocating resources, and agreeing on accountability
for each organization involved will boost your ability to grow your cumulative impact beyond
your separate organizations.* This allows the sum of your joint impacts to be greater than the parts
that each organization alone might achieve.
TC: Sir Fazle, your organization is cited as the largest NGO in the
world. What advice do you have for social entrepreneurs work-
ing on growing their ventures?
FA: We can never reach every person through direct service. It’s
important to change how people think so it can be a self-
propagating change. Take poverty alleviation for example. There
are millions of children without access to quality education.
BRAC works both to solve individual needs for education and
also to advocate for universal primary education.
TC: Tell us more about how you approach these different levels of service.
FA: It is very difficult to provide quality education. In Bangladesh, 95% of children enter
school and 20% drop out before finishing primary school, so only 75% are receiv-
ing sustainable primary education. Advocacy work is needed to get all children into
schools. But it’s more than that; education is not just going to school. Are they learning?
Is it effective quality or repeating rote learning? We need to look at how the schools are
performing. If students can think for themselves, they become a catalyst for change.
TC: What has been the most effective way of creating large scale change in your experience?
FA: You need partnerships with 3 others in order to have impact. Government is a big
actor to scale your own solution. We work with other NGOs for advocacy and policy
change; civil society needs to unite. It cannot be about each one doing his own work
without looking at the big picture. We need to put our energy and resources to alter
the systemic problem on a large scale.
* http://ssir.org/articles/entry/channeling_change_making_collective_impact_work.
Managing Growth ◾ 271
Common
agenda
Backbone Shared
support measurement
Continuous Mutually
communication reinforcing
activities
Sharing Failures
Please remember what we talked about in Chapter 4, when you were designing your solution.
Failing is part of succeeding; it’s the first several attempts required to get you to that next try
where success is finally reached. Sharing your failures is as important as sharing your successes.
When you’re first designing your solution, deciding on your distribution channels, fleshing out
your theory of change, building your process map, and all these many moving parts that you’ve
accomplished throughout this textbook, you’re basically just trying things out. It might look per-
fect on paper, but when you come to implement it, it might turn out completely different. This is
okay! You tried your best to increase your chances of success at that first attempt, by co-creating
with the community, developing user-driven designs, using various planning tools and templates,
272 ◾ Introduction to Social Entrepreneurship
and building the best team you possibly can. The rest is up to trial and error—there’s no denying
that this is a huge part of it. Take the leap! And if you land in the wrong place, don’t be ashamed
to brush yourself off and start all over again.
Just make sure you document your trials and errors, not only for your own internal records
but for others to build on. This is how we incrementally push forward the boundaries of human
knowledge. Scientists conducting an experiment note in detail the steps they took and the out-
comes of each, and keep detailed logs so that they’ll be able to replicate if and when needed, and so
that others can too. So too should a social entrepreneur take on this additional burden of tracking
and reporting herself.
Knowing which variables you combined leading up to your success—or your failure—will
allow others to figure out for themselves whether those variables might work in different scenarios.
Perhaps a factor of your failure, if altered in a different setting, could make that failure into a suc-
cess for the next social entrepreneur.
Sharing Successes
Similarly, can you create a “testing package” for others so that they can test out whether your suc-
cesses might work for them too? Imagine the ripple effect you could have if your own model could
serve as a prototype for others to build on (Figure 13.8).
Proto-
types tested Your bigger,
that model better
you models
becomes for
a proto- others
type to build
different lenses, push yourself to try different things, and try to find answers to seemingly unsolv-
able problems. You have only just begun. By taking the first step, you have joined the ranks of
social entrepreneurs working to change the face of the social challenges we face in today’s world.
The more people we can recruit and train into this force for good, the more we stand a chance at
leaving behind positive change.
Avoiding a Bubble
How can we avoid unintentionally creating a bubble around ourselves? We have watched as vari-
ous bubbles have burst for those before us—most readers will remember the “dot com” bubble of
the late 1990s when everyone thought that Internet start-ups were all the rage. Remember what
we said in the pitching and networking chapter: don’t get swept up in the hype. Stay focused on
what is true and tangible, stay connected to the people you are co-creating with, and stay in touch
with their reality.
The best way to avoid a social entrepreneurship bubble is to recognize its limitations. Social
entrepreneurship is not a prescription to solving all the world’s problems; there are many problems
that need to be solved by governments and by the larger private sector being more responsible. We
are not practicing social entrepreneurship for the sake of it. It is a means to reach an end, which is
to create positive social outcomes. The goal is not to create parallel systems, but to provide a tan-
gible, effective, scalable solution. If governments and other sectors can work together to offer our
solution and penetrate more widely and deeply, then that is the golden standard. Better yet, if our
solution effectively zaps at the roots and the challenge ceases to exist—or has been transformed
into something positive—then we have reached our ultimate goal. We have become obsolete.
Remember, penetrating more widely and deeply requires that solutions be adapted and repli-
cated to work in multiple different situations. There are no one-size-fits-all problems nor one-size-
fits-all solutions. The most likely outcome is that the solution we offer will need to be tailored to
each local context and added to; supplemented and complemented; tracked and monitored and
evaluated. We need to be prepared for this by mobilizing local and global resources and capacity
to do that in a timely manner. At the end of the day, it’s about the people you are co-creating this
solution with. Whatever doesn’t make sense for them doesn’t make sense to pursue.
Recap
So, now it’s your turn to tell us, what does social entrepreneurship mean to you? At the beginning
of this textbook, you were challenged to find new ways of doing things, to think like a child, to
question all assumptions. That includes questioning and building upon the framework presented
to you in this book! Can you find a better way of doing it? Chances are, you already have! Or,
hopefully, you are well on your way.
As a reminder, this framework has been built upon the collective experience of other social
entrepreneurs before you, and presented to you to help you get started in taking the first steps of
your social entrepreneurship journey. There’s no reason to start from scratch; it’s good to stand on
the shoulders of those before you. But don’t forget when you get up there to look around you and
ask yourself how things could be done better. Then brace yourself to support others in climbing
up even higher!
274 ◾ Introduction to Social Entrepreneurship
1. Within the scope of your theory of change, how can you grow to reach more people? What
data are needed to determine the right timing and directions? Do you have these data?
2. How can your impact on each person be greater in magnitude and duration? What do your
preliminary results indicate are the most impactful components of your solution?
3. What ripple effects is your solution having on society? How can you actively and consciously
grow these?
4. What do you need to produce to fulfill your response to the first three sets of questions? Is it
more products or services, more scale, more follow-up with customers, more involvement in
external activities outside your venture?
5. What does the communication strategy you prepared in the last chapter require in terms
of advocacy? What policies exactly are you advocating for, and who are the key players you
need to mobilize in order to change these policies?
6. How can you look beyond your own venture to create collective impact with others, such
that the whole is greater than the sum of the parts? What might be some potential common
agendas, shared measurements, mutually reinforcing activities, communication needs and
other resources needed? (800-word limit total for question 6, use bullet points)
Managing Growth ◾ 275
CHAPTER SUMMARY
◾◾ Growing your social venture is about more than growing your operations. It’s finding
new ways to reach your target audience and to create ripple effects in the community.
It’s also about venturing outside your own work to join forces with others.
◾◾ Careful assessment of your preliminary data is needed to help determine when and
how you can grow your products, services, or reach.
◾◾ But most social entrepreneurs will not be satisfied by simply scaling. They envision
something much bigger than a linear path that goes up, up, up. What most social
entrepreneurs see is a multidimensional growth path that disrupts everything in its way!
◾◾ Growing outside your social venture means partnering with other organizations, lead-
ers, and stakeholders to change the frameworks that you and others operate in.
◾◾ Mechanisms for expanding beyond your venture might include government adoption,
collaboration with other organizations, advocacy and policymaking, planning for and
measuring collective impact.
◾◾ It’s important to share and celebrate your successes and also to share your failures so
that others can build on them.
◾◾ Most importantly, keep questioning. Don’t get complacent, and don’t get comfortable.
Remember the social challenge you set out to tackle, and remember that you need oth-
ers, to truly make this obsolete.
Social entrepreneurship is a revolution occurring around the world today. People from
all walks of life are developing and implementing innovative, effective, and sustainable
solutions in response to social and environmental challenges. These solutions include
products, services, and interventions brought to market by new startups and existing
organizations, both for-profit and non-profit.
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